Fifteen years at FCB (now McCann), Leo Burnett and Dentsu. Conjured campaigns that moved product and stayed in people's heads. A fair bit of them won some awards, too.
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The work's mostly been for Uber, Spotify, PepsiCo, KFC, Adidas, Vivo and Honda — made to be watched on purpose, not skipped.
I've also been in the room for some of the industry's defining account wins: PepsiCo India in 2022, one of the biggest in recent Indian advertising; Adidas into McCann; and the 2025 Maruti Suzuki pitch that broke a decades-long preference for Japanese agencies. Creative that shifts a business, not just a jury.
Lately I direct cinematic, production-grade films built with generative AI — agency craft on a new set of tools. The approach doesn't change: start with something true, build it with care, and let the tech amplify the idea, not replace it.