No Calling

Advertising for me happened by accident.

I didn’t have a revelation, a clarity moment where it all clicked, or a childhood dream to work on a brand. No calling.

At 18, I blew a loan on a DJ event that nobody showed up to. Flyers, radio ads, even a TV spot on local TV — and not a single person in the room. Literally no one. Just me, three DJs, two bartenders, and nine security guards. At least I was safe.

That failure drew me into advertising. Not out of passion, but from sheer curiosity and necessity to understand and dissect and investigate what had gone wrong. Why didn’t people show up? How do you convince someone to care, to act, to give you their attention? After all, I thought I did everything right: invested in design, printed thousands of flyers, bought radio and TV spots. I had volume. I had distribution.

Yet nobody came.

I even tried aerospace engineering for a minute — but that didn’t cut it. Turns out I was more interested in the stars than how to get there.

Before all that, my life was martial arts. A serious knee injury at 18 forced me to stop, but the discipline stayed: adapt or lose, technique beats brute force, calm beats chaos. Those lessons still shape how I approach brands today.

Over the last 15+ years I’ve worked in network agencies, indie shops, production companies, and in-house teams across a few countries. I’ve had the privilege of working on big international brands with massive budgets — and scrappy projects with almost none, and everything in between.

Now I bring big-brand thinking to challengers — and a challenger’s edge to established players who need a shake-up, because I still love to watch a good fight. You don’t need a big budget for big thinking. And with AI and new creative systems, the gap between leaders and challengers has never been closer to closing.

This site is my notebook: the frameworks and systems I use day to day, plus the occasional rant and reflection. Because hey — I’m a creative, and a creative who doesn’t rant isn’t credible.

I see firsthand how much fluff and hustle culture pollute the waters and make it harder for everyone to see clearly. If you’re looking for hacks, shortcuts, or guru talk, this isn’t for you.

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