I dig through a lot of raw material to find the one idea worth building.
Something punchy, bold and sticky enough to pass three rooms in a row: the team, the client, the audience. Then I carry it the whole way, to the concept, the line, the execution, whatever the work needs.
I came into advertising from architecture, after complex, high-budget projects where an idea either holds inside the blueprint or collapses. That is still how I think. Ideas built to survive real constraints, not just look good in a deck.
Generative AI already runs through my early work: ideation, art direction, first visual concepts.
I take responsibility for bold calls. I would rather protect an idea's edge early and manage the fallout than sand it smooth before it is even alive. Tension, when it leads to stronger work, is the point, not the problem.
Not every project has to be exceptional. Some are built to solve a client's problem, and the job is the right level of risk and precision for each.
Agency side, freelance, and solo founder. Different brands, teams, and levels of complexity.
ex-BBDO, ex-Makelove.
Education, for me, is about skills, not titles. Some come from institutions, some from people who change how you think.
Creative Industries Management,
HSE University.
Systemic advertising creativity,
METHOD by Denis Yeliseev.
An artist by thinking. An observer, a researcher, a traveler. I read systems from the outside, which is exactly why I can see where they bend.