I didn’t go to ad school. I was too busy waiting in queues, overnight 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. Watching how a story could transform something so simple was the moment I knew: I wanted to be the storyteller.

20 years later, that instinct still drives me. The best ideas don’t just grab attention, they forge connections. But too often the Ad industry forgets that. Manifestos and montages become the ‘easy sell’, 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 adds to 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.