I started in music, and in a lot of ways I never left. DJing taught me how to build something in real time, and that instinct shapes everything else I do: art and creative direction, design, photography, and producing, whether that's events or music.
I've spent years in advertising but tend to approach projects from an artistic angle rather than the conventional one. The instinct is earned, not a shortcut. The work is grounded in research, it just leads with feel as much as process.
Every project is different. Some I run on my own, others need a team built around them. Lately that includes working out where AI fits, but mostly it's knowing, across so many creative fields, who to bring in and when.