“Life is Only Once + Money”

A few years ago, a billboard outside my hotel room in Tokyo caught my eye. The message was poetic and a bit cryptic—I’m still not sure what it meant, but it stuck with me. That moment reminded me that great communication doesn’t always need to explain itself. Sometimes it just needs to make you feel something.

I’ve spent over two decades working across advertising, PR, and design. What keeps me going is the belief that good ideas can do more than just sell—they can shift perspectives, bring people together, or simply leave a lasting impression. That tension between storytelling and commerce is where I’ve always found the most interesting work.

In a world where brands compete with entertainment and social platforms for attention, I try to focus on creating work that feels honest and thoughtful. Not louder, just better.

Recently, I’ve become increasingly curious about how ideas can take shape beyond traditional formats—how storytelling can unfold not just through screens, but in physical spaces, real-time moments, and live interactions. Whether it’s a campaign, a film, or a brand experience, I’m drawn to the challenge of making ideas tangible and emotionally resonant.

I’ve always believed in the power of a strong concept—something clear and human that can hold everything together, no matter the format. For me, it’s not about shifting away from marketing—it's about expanding the ways we can connect with people. At the core, it’s still the same craft: shaping stories that feel real and relevant, wherever they’re told.

At the heart of it, my job has always been the same: to start with a thought—and turn it into something people can connect with