About

I am an independent Creative Director based in Tel Aviv, working worldwide. I lead complex brand systems, product launches, campaigns and interactive experiences for technology companies, cultural institutions, media organizations and ambitious products.

I am most useful when the challenge is still unclear — when there is a real problem, a date, and no agreement yet on what the work actually is. Defining that precisely is the first piece of the job, and it usually decides everything after it.

My background spans brand identity, broadcast, film, digital products, interactive installations and emerging technology. I work from the central idea outward, defining the story, visual language and system, then directing the disciplines needed to bring it to life. I can carry a project from strategy and concept all the way through execution, and I stay responsible for it the whole way.

I work directly with the people making the decisions — founders, CMOs, heads of brand, product leaders, curators — and alongside their internal teams rather than above them. There is no account layer between the brief and the person doing the thinking.

I work independently and assemble designers, developers, animators, illustrators, 3D artists and other specialists when a project requires a larger team. The team is built around the problem, and coherence remains my responsibility rather than theirs.

What I am not is a performance-marketing Art Director on call for isolated assets. I have built creative systems inside a demanding performance environment, and I know that machine well — but the practice is creative leadership over the idea, the visual language and the system, not production capacity by the hour.