20+ years of storytelling experience across film, video production, and advertising. I combine strategic thinking, team leadership, and hands-on creativity to transform chaotic briefs into campaign ideas.​ My strength lies telling a unified story across several formats and mediums.
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Over the last seven years at HelloFresh, I’ve grown from producing zero-budget content creation to creating 360° campaigns with million-euro budgets.
I lead like a film director: defining clear roles, setting a shared vision, and fostering trust-first collaboration through structured phases.​​ I lead through empathy, structure, and clear strategy, setting a north star, milestones, and objectives while giving teams the freedom to excel.
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I embrace AI where it adds value, but I'm a firm believer in human eye and human touch.​
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Outside my 9 to 5, I explore the human condition through short films, graphic novels, humanitarian collaborations.
In 2012, I founded an animation studio 'Crooked Pictures' to bring small unpolished stories to life and I created the monthly newsletter 'Pawsitive Actions' dedicated to spotlighting and supporting animal welfare organisations.