I started in the late 1990s with hands-on making, learning how images, movement and story shape what people see and feel. My first TV short came out in 2000.
Film and performance grew into a wider practice: cinema, exhibitions, live events, campaigns and spatial design. That growth was never a plan. As projects became more complex, thinking beyond one medium became necessary.
I have directed work for national events, public institutions, brands and cultural projects, often at scale and under real constraints. It taught me to balance ambition with structure.
Today AI tools are part of my process for ideation, pre-visualisation and prototyping. They add speed. Authorship and direction stay with me.