The thinking before the making. I use AI to scan and unpack the competitive landscape, challenge every assumption, and distill the brief into a vision worth building on—then shape the creative direction that brings it to life. Not alone. I orchestrate the right creative minds around that vision, making sure every contribution serves the same north star. Because a vision that gets handed off is a vision at risk. I stay close until it's real.

The making. From roadmap to launch, I own the process that turns vision into reality. I use AI to automate workflows, connect to APIs, fetch real-time production data, and flag risks before they become problems. No more chasing status updates. No more surprises two weeks before launch. A fierce operational mindset, an impeccable feel for people, and the technical fluency to make it all run clean. The work ships on time, on budget, and without losing its soul.

Strategy to delivery. No handoff. No translation loss. No vision drift. I use AI to think faster, map deeper, and build sharper—then I carry that vision through every stage of production with the operational grit to make it land. Most projects lose something in the gap between the person who thinks and the team that ships. This service exists to close that gap for good. One person. Full ownership. From first spark to launch.

Agencies and brands in fashion, sports, music, and culture. Embedded in your team, or building the one you don't have yet. Integrated production across platforms, e-commerce, and immersive builds. Experiential work including events, retail activations, and installations. Directing across design, development, sound, and content, with AI agents and automations increasingly wired into delivery itself. Teams of 5-12, aligning 8-15 stakeholders and vendors. Amsterdam-based, moving across London, Berlin, Paris, and other key European hubs.