I’m a (copy)writer by heart, a photographer by hand and filmmaker and explorer of the human condition by soul.

I help clients and brands to express themselves genuinely and connect with the right audiences for longterm success.

Leading 150+ projects honed my ability to solve complex creative challenges - whether designing brand voices or facilitating perspective-shifting workshops. I turn abstract ideas into executable strategies, balancing creative ambition with business practicality.

I’ve helped renowned clients like Montblanc, Lufthansa and Peloton along the way while working through multiple agencies as well as freelance.

So the story goes.

Numbers, agencies and clients are shiny but only tell half the story (at best).

If I reflect on my “proudest” moments it were usually not the spectacular campaign launches but those that actually made a difference in real life.
I’ve co-lead a and build a team of 5 and was in charge of training our juniors which to this day was the most precious work experience of them all. One started his own production company, one went to become a brand influencer, one is becoming a team lead as well, the other continues working as an outstanding creative. And my ex-co-lead is going strong, too.

I’m not taking credit for anything. They did the work. All I did was to believe in other peoples potential and help them to see and use it for themselves.

And sometimes that’s all that’s needed.

Of course, that stuff didn’t come by chance. We’ve worked hard. Probably 20% of my unpaid overtime resulted from preparing and actually training the juniors with copywriting and ideation sessions, giving extensive feedback and getting everyone ready to actually lead projects themselves. And so they did. One by one.

Even after so many years in the industry it’s still awkward as hell to write about myself.

I guess I’m trying to say, that I care. I care about people, projects, relationships. About potential, about abstract ideas, beauty and tragedy. And I care about progress and actual movement. To transform the beautiful mess inside our heads into something tangible, something real.

I can help you see the forest and the trees.
And help you find out, what you truly have to offer.

Picture this: Two fighters circle each other under harsh gym lights. Sweat glistens on toned muscles. The crowd's roar fades to a distant hum as they lock eyes. Both young men move with practiced precision – quick jabs, calculated footwork, raw determination etched on their faces. One lands a solid right hook, the other counters with a swift combination. They're evenly matched, both hungry for victory, both refusing to back down.

Who would you root for?

Hold that thought.

Let me tell you about these fighters. There's Adam, whose premium gear gleams under the lights. His path to this moment was paved with private coaching sessions and state-of-the-art training facilities. He carries the weight of his family's legacy – generations of academic excellence and wealth that opened every door before he even reached for the handle.

Then there's Brodie, whose worn gloves tell a different story. Between training sessions, he works late shifts to stay in school, his callused hands testament to being the first in his family to walk university halls. His practice schedule weaves between work shifts and scholarship applications, each punch thrown carrying the weight of defying expectations.

Now, who would you root for?

Amazing how context transforms a simple boxing match into something more, isn't it? Without backstory, it's just another fight. But add the rich tapestry of their journeys, and suddenly you're witnessing a modern David versus Goliath – where determination faces off against privilege, where every jab and hook carries the weight of their different worlds colliding.

This is why content alone never wore the crown. Context rules with an invisible hand, transforming mere information into stories that resonate. It's what turns brands from faceless entities into meaningful narratives worth remembering.

That's why I share these stories, these glimpses behind the curtain. In business, as in boxing, the strongest relationships aren't built on surface-level exchanges, but on understanding the context that shapes us. So here I am, dropping my guard, sharing the stories that matter. Because true partnerships, like the most memorable fights, begin with understanding the whole story.