Reference culture, or participate in it. The work lives in the distance.
Cultural relevance. Built, not borrowed.
Selected Work
Fifteen years spent moving between global brands and cultural institutions. At adidas, credibility had to hold at scale, across markets that don’t forgive missteps. At BEINGHUNTED., editorial judgment was the product, not a feature of it. Fotografiska Berlin is asking for something harder still: a place in a city that doesn’t give ground easily.
Three environments, one question underneath all of them: what does it actually take for an organisation to become a genuine participant in culture, rather than borrowing its vocabulary for a season and handing it back when the campaign ends?
Selected Clients
BEINGHUNTED.
Fotografiska Berlin
Arcteryx VEILANCE
adidas
W. L. Gore & Associates
YEEZY
On
Patagonia
FALKE
Reebok
ARKSEN
StockX
Available to organisations that need to close the distance.
A positioning question, a partnership that needs structure, a creative brief that actually requires cultural fluency — could be an executive conversation, an advisory role, or a longer institutional relationship.