While some people are content to be defined by their jobs,
I prefer to be known for my interests, which inform my work,
my life, as well as my creative and aesthetic sensibility.

Peers call me adventurous and tireless in my job. Truth is,
I have many passions outside of advertising and graphics.
I have designed magazines and corporate identities,
styled models, and created a men’s clothing line, which
showed during New York Fashion Week.

That is where I have been. That is where I come from.
How did I get here? The answer is I always think in questions.
My creative process is based on a simple philosophy:

We want what we admire. The brands we gravitate to
are the ones that arouse desire.

I make it my job to internalize a brand’s aesthetic,
essence, function, benefit and perception. I then leverage
these elements to create desire. My approach is never
formulaic and always memorable.

The advertising or communications I create becomes a vital link in
a brand’s exposure to the world.  Of course, these communications
do not shoulder the burden of awareness alone. A brand’s image,
sometimes initiated or reinvented by an advertising campaign,
should work at every point of contact: on-line, viral, packaging,
collateral, interactive, mobile marketing, print, and television
to point of purchase. Advertising plays a key role in connecting
customers to the brands. Every image is an opportunity to
say something meaningful.