My work sits at the intersection of design, technology, culture and image-making. I’m interested in what happens when different disciplines, perspectives and forms of expertise come together around a shared idea.

I develop creative direction for brands, cultural institutions and interdisciplinary teams—shaping visual concepts, narratives, spatial experiences and complex productions from early strategy through to execution. My practice has a particular focus on spatial and object-based visual thinking: digital set design, sculptural forms, installations, materials, surfaces and structures often become central tools for translating an idea into a visual world. My role is to define a clear vision, assemble the right team and create the conditions for exceptional work.

This perspective evolved over more than two decades.

I began in graphic design, where I learned to think in systems rather than individual outputs. Design taught me how visual language creates meaning and why every successful project starts with a strong conceptual foundation.

Photography shifted my focus from systems to storytelling. Working across editorial, fashion and commercial commissions, I became interested in atmosphere, composition and narrative while directing productions and translating abstract ideas into visual experiences.

My curiosity eventually led me into CGI—not to replace photography, but to move beyond documenting reality and begin constructing it. Founding PALAM allowed me to combine design, photography and digital production into a multidisciplinary practice, creating campaigns, films and visual worlds for international brands and agencies. Digital space also opened up a new field of experimentation: designing environments, objects and installations unconstrained by physical production, and using material, scale, structure and surface as active parts of the concept. As projects became larger, my role naturally shifted from execution to creative leadership.

That evolution has since expanded beyond image-making. I now collaborate on campaigns, films, exhibitions, installations, spatial concepts and physical products, bringing together designers, architects, filmmakers, developers and makers around a shared vision. Whether the outcome is an image, a space, an installation or a product, my role remains the same: creating clarity, connecting disciplines and translating ambitious ideas into meaningful experiences.

My role is to bring the right people and disciplines together around a clear idea. With a deep understanding of both digital and physical production, I can lead multidisciplinary teams across these worlds and translate a shared creative vision into a coherent outcome — whether digital, physical or somewhere in between.