I work where business meets the people it's trying to reach.

Berlin. 15 years across agencies, BMW and my own ventures. I directed BMW at CES and Art Basel, built the music venue Honey Lou from an empty shell, and I write the software that runs real businesses. Strategy and execution, same person.

Most people in this field pick a lane. I never did. In a single week I might write positioning for a brand, draw a floor plan for a venue, and fix a bug in production. To me it is one job, and you direct something better when you have built it yourself.

That range shows up in the work. Honey Lou grew revenue 150% in two years and ran more than a hundred events in its first. WAYSA reached 500 retail points across Germany. The BMW campaigns I led ran across four continents. I stay hands on from the first call to launch, then I keep the thing running.