20+ years directing commercial campaigns for Heineken, Toyota, Unilever, Nestlé, Disney and PepsiCo through TBWA, Ogilvy, DDB, Saatchi & Saatchi, Publicis and Leo Burnett. Originated and directed the Albert Heijn Hamsters campaign, 15 consecutive years on air. Specialist in brand storytelling, creative direction, and translating briefs into compelling visual narratives. Available to advise startups and brands on creative direction, brand storytelling, and video production strategy.
Based in Ho Chi Minh City for 6+ years with direct on-the-ground experience of the Vietnamese and Southeast Asian brand and media landscape. Currently working at the intersection of commercial direction and AI-generated imagery, with 1,000+ hours of hands-on experimentation across current tools, able to speak to what's genuinely transforming creative production and what remains overhyped.
