I’m a Creative Director with experience building brands, campaigns and stories across industries—from high-growth tech to spaces far outside of it. Most recently, I helped shape Contentful’s brand and campaigns through a period of major growth, leading up to its acquisition by Salesforce.

My creative process has always been to take an idea too far first. Make it bigger, stranger, sharper or more unexpected than it needs to be—then pull it back until what’s left feels inevitable. I’d rather find the edge and refine from there than start somewhere safe.

And I think this is an incredible time to be a creative.

AI is removing so many of the constraints between imagination and execution. Ideas that once stayed in our heads—or required enormous budgets, teams and timelines—can now become tangible in moments. To me, that doesn’t make creativity less valuable. It makes having a point of view more valuable than ever.

The tools have changed. The opportunity to make something people care about hasn’t.