I approach creative projects with curiosity first. I’m interested in how people behave online, what makes something worth sharing, and how brands can show up in a way that feels natural within that. I like building ideas that are designed to travel through creators, communities, and cultural moments rather than relying on reach alone. Whether I’m working on content, influencer partnerships, or campaigns, I focus on creating work that feels authentic to both the brand and the audience, with just enough edge to stand out.