I started my career in advertising at the age of 12, when I had to distribute advertising magazines in my neighborhood — half of which ended up in the recycling bin. Luckily, print advertising is becoming less common these days, so my ideas rarely meet the same fate.
But sometimes they do. And sometimes that stings, and sometimes it’s actually a good thing.

Among other projects, I developed the first
Dr. Beckmann campaign, which ran in 80 countries, turned the rubble from the Beirut explosion into a book, and successfully rehomed shelter cats via Tinder. For this work, I’ve received both national and international awards.

For me, the heart of great creativity lies in a well-coordinated team, because creative work never happens alone. I value collaboration on equal footing and encouraging other creatives. At the same time, great ideas are emotional — which means sometimes you have to fight for them.