I’ve spent the past decade working across Asia and Europe, building brands and experiences that mix structure and gut.

At this stage of my career, I care about craft. I chase craft. Work that’s considered, elevated, and lasting.

That work sits between design and technology. Being the latter, a bigger player these days, where AI is redefining how we work, think, and grow. And that impacts the way brands evolve.

Brand systems are becoming adaptive systems, living units instead of static guidelines. Future-proofing that evolution is where I’m focused now.

At Publicis Tokyo, I co-lead Experience Lab, working with brands including IQOS, AXA, LVMH, and McDonald’s across product, retail, and digital.

Based in Tokyo, Made in Madrid.