I didn’t go to ad school. I came up in sneaker culture, overnight drops, Japanese exclusives, and the kind of shops where the story mattered as much as the shoe. The best releases carried provenance. They felt like cultural artifacts, not products.

I’ve brought that thinking into every agency and project, because attention is cheap, and belief is earned. Great work doesn’t sit adjacent to culture, it lives inside it. It builds momentum, creates believers, and keeps moving long after launch.

That’s what I do. I drive work people choose, then choose to share. Ideas with cultural weight, and commercial impact, built to hold up in the real world.