I didn’t go to ad school. I was too busy waiting in line overnight for sneaker drops, hunting Japanese exclusives, trading stories as much as shoes, denim and graphic tees. Back then, the best stories didn’t just get told, they gave provenance; streetwear wasn’t just products; they were cultural artifacts.

Somehow i made my way into advertising and 20 years later, what i learnt in sneaker shops still drives me. The best ideas don’t just grab attention, they forge connections. But too often the Ad industry forgets that. Death by Manifestos and montages , content diced to fit algorithmic oblivion, and trend chasing that vanish as quickly as they appear.

Great work does more than being “reactive” to culture; it sits inside it. It creates believers, builds momentum, lives beyond the moment, and drives results (because its advertising not art)

That’s the kind of work I make, work people want to watch, share, and champion. Ideas that challenge expectations and give brands cultural weight and earn them money.