“Great work needs a great studio behind it. I build both.”

I’m a Creative & Studio Leader. I run the teams, pipelines and commercial models that take an idea from brief to final cut, and I stay close enough to the work to be its final creative eye.

At WPP I built and led Studio X, The Coca-Cola Company’s creative and production studio for Europe: 55 people across Madrid, Berlin and London, covering campaigns, film, social, experiences and content at scale for Coca-Cola, Fanta, Diet Coke and Jack Daniel’s & Coca-Cola. Alongside the work, I designed how the studio ran:

• Creative Galaxy, a dynamic talent-allocation model later adopted in LatAm and Africa
• SPRINT-X, a three-day ideation framework
• WPP Open, rolled into creative development to speed up ideation, visual exploration and production
• The Golden Spoon Award, still used to celebrate creative excellence

Before that, I led creative development at WT/VML Germany for Microsoft, guiding teams in Munich and Berlin.

At POSSIBLE I grew from Executive Creative Director to VP Creative Lead across Buenos Aires, Munich and Seattle, leading work for Siemens, best automotive brands, and the agency’s in-house motion studio.

Today, as an independent Creative Transformation & AI Advisor, I help brands and agencies redesign how creative gets made, bringing traditional production and GenAI together rather than bolting one onto the other.