About

I’m an independent Creative Director based in Tel Aviv, working with brands and teams internationally. Companies bring me something they need to launch or change (a product, a brand, a campaign, a place) and I define the creative direction and carry it across brand, campaign, content and digital experience.

My experience spans agency and in-house teams, including Shortcut Playground, Elements and Natural Intelligence. Depending on the project, I lead the creative process or contribute within an established team. AI-assisted workflows are part of how I explore ideas and develop creative work.

My background covers brand identity, broadcast, film, digital products, interactive installations and emerging technology, for technology companies, cultural institutions, media organizations and consumer brands. I’m often most useful early, when the challenge is still unclear and the work is to define what the idea should be.

In independent projects I work directly with the people making the decisions (founders, CMOs, heads of brand, product leaders, curators) and alongside their internal teams. I stay the senior creative owner throughout and stay hands-on in the work. When a project needs more hands, I bring in the specialists it needs, from designers and developers to animators, illustrators, 3D artists and film crews, and direct them.