In 2022, I was honored to be included in Adweek’s Creative 100, a list recognizing the most innovative and inspiring individuals alongside the likes of rapper Doja Cat, Hwang Dong-Hyuk, the creator of "Squid Game," and Dan Erickson, the creator of "Severance." This recognition follows 20 years of working and leading multidisciplinary teams across Europe, Asia, and North America.
Currently, I serve as the Global Executive Creative Director at McCann New York, overseeing a diverse portfolio that ranges from consumer brands like Fujifilm, Ulta Beauty, HomeGoods, and Smirnoff to B2B brands such as Snapdragon and SAS. I lead a team of 20 creatives in close partnership with business and strategy leaders.
This is my second stint at McCann New York. Previously, I led the Mastercard North America team for three years and played a key role in developing the Grand Prix and Black Pencil-winning "True Name," an innovative Mastercard product that helps transgender individuals in the U.S. and Europe live safer lives.
Between my tenures at McCann, I spent two years at VML New York, where I led Colgate North America and oversaw social campaigns for Campari (Aperol and Grand Marnier) and Under Armour for the sister agency Berlin Cameron. At VML, I revitalized Colgate's social presence and launched a PR campaign for EltaMD, a Colgate-Palmolive sunscreen, called “The Naked Remake.” This campaign featured Andy Cohen posing naked in public for a good cause, making a significant cultural impact. Additionally, I worked on the gold award-winning Under Armour “Metasneaker,” the first wearable that gamers could use across four different platforms.
My career began in Europe, but it was in Asia where I found an environment focused on innovation and new media. There, I earned Singapore's first Innovation Lion.
In my first U.S. role at Energy BBDO Chicago, I created the award-winning opioid awareness campaign "Prescribed to Death," which had a significant cultural impact and was featured at the White House. Additionally, in Chicago, I led a global portfolio of brands for SC Johnson, playing a key role in transforming Off from a mosquito repellent into a skincare brand.
I believe that creativity can integrate brands into culture and transform consumers into loyal fans. Throughout my career, I have helped numerous brands expand their fan bases, including Nestlé, Campari, P&G, Unilever, Coca-Cola, L'Oréal, IKEA, Under Armour, Mastercard, Colgate-Palmolive, and Ferrero.
My work has consistently received recognition from international award shows such as the Cannes Lions Grand Prix and D&AD Black Pencil. I have also served on several international juries, including the Promo & Activation Jury at Cannes Lions and the Design Jury at One Show.
When I’m not working on my clients’ business problems I spend time with my family, watch anime and try to turn my cat into an internet sensation @TotoroInTheBox.