Creativity and stories can rewire the world. In this, tone is everything and context is the rest. I have lived by this belief as I work with brands. To articulate their voice. To tell their stories, which nudge consumers to look at the world anew.

I believe adding a socially-meaningful dimension to brand ideas builds more empathy in the world and I have tried to do that wherever I could. Brands and ideas are powerful influencers by themselves and we should use them for the larger good in a relevant way wherever we can.

I also believe that bigger than great work are the hugely talented people that create it. My true portfolio is a bunch of brave creative leaders in my teams across two cities, whom I have worked with. I have a deep sense of shared pride in their success.