You can spend time perfecting a layout, polishing a sentence, or tweaking the lighting on a shot. But if it doesn’t make someone feel something, surprise, nostalgia, a 'smile in the mind', it’s just decoration. That’s the bar I work to. Every project, pitch, film or brand idea should land with emotional weight.

My experience spans stage shows, ad campaigns, pitch decks, film edits, costume design, whatever best serves the idea. I still design. I still animate. I still rewrite lines until they hit. It helps that I’ve done a bit of everything, not to tick boxes, but to better understand what great looks like from every angle. Being a Creative Director makes me a sharper animator. Being an animator makes me a more thoughtful designer. And having hands-on experience across the process means I’m not just guessing what each part needs, I know.

That’s the job. That’s the joy.