[ CREATIVE & ART DIRECTOR ]
My career as a multi-directional creative over the last 18 years has helped evolve and shape the various facets of my experience and expertise. Originally trained in traditional media, the jump to digital marketing and web design was an instinctive step towards the future. However, the medium of the craft might have changed... the three principles that guide me, have not.
Empathy. Collaboration. Leadership.
[ BRAND CONNECTION WITH EMPATHY ]
I find it incredible, not only that I've worked with major global brands but the large number of them. Using Etihad Airways as the prime example, one of my key strengths is to be able to understand what consumers and target demographics want from brands. This is balanced and fine tuned with the analysis of current trends or audience behaviour.
Being quite an empathetic person helps me relate with people easily and effectively. I put myself into the target audience's shoes and ask, "What would appeal to my different senses?"
[ A NATURAL COLLABORATOR ]
Being empathetic and relatable also brings about an ease with who I collaborate with. I've been the on-the-ground hands-on large format print window display installer. I've been part of on-site recce teams. I've led small Art squads. I've been part of large agency pitch teams. I've led inter-studio productions.
Most importantly, in the modern era, I've led and worked very well with remote teams over multiple timezones. Having a clear understanding of what team mates need in terms of communications and parsing of feedback, it removes the stereotype of how in-person collaboration is more effective. In fact, all of my most productive projects were fully remote.
[ AN ADAPTABLE LEADER ]
On top of being relatable on all levels of team dynamics, I have experience in various roles of leadership. Art Direction, Creative Direction, Project Management and Co-founding two small creative set-ups. Heck, I've even made coffee runs as an intern.
In a previous lifetime, when I was serving in the military as a Lieutenant, I learned hard lessons quickly. I had to adapt and pivot on my feet or lose all the progress I made in an instant. This adaptability has served me well in navigating all aspects of my life and career, so far.
[ MY EXPERIENCE ]
Here's a curation of some of the best projects I've had the fortune of working on. Discover detailed insights of selected high profile projects in 'Case Studies'. For brief snapshots of categorised projects, please explore 'Collection'.
