Born in Sardinia and professionally formed in Cork City and Johannesburg, I'm a Creative Director based in Dubai with almost 20 years across three continents. Every market has taught me something the previous one couldn't: from the power of local storytelling in South Africa to navigating culture, religion, and rapid change across the Middle East and South Asia. That accumulated fluency is the lens through which I approach every brief.
At Ogilvy & Mather Johannesburg, I was part of the team that launched the KFC Mini‑Cricket campaign (still running after 10 years) and secured the FIFA World Cup account. Early proof that cultural insight is the engine of lasting work.
In Dubai, first at Wunderman and then for seven years at Havas Middle East, I led work across Durex, LEGO, Barakat, and Pampers before the adidas years put the region on the global creative map. Among them: adidas' Liquid Billboard, part of the Beyond The Surface campaign, a Cannes Grand Prix winner that reached 300 million people across 50 countries, and adidas' The Female Field, which earned a second Grand Prix at Dubai Lynx, a D&AD Wood Pencil, and recognition at One Show and the Loeries. In total, more than 30 global awards across Cannes, D&AD, LIA, Lynx, Loeries, and One Show.
Since December 2025, I've been Creative Director at C2 Comms in Dubai, where I won pitches for Mini and Hisense in my first month, restructured the agency's creative process to raise the quality of its output, and now head four teams across UAE, Saudi Arabia, Egypt, and India. Current clients include Mini, Hisense, Gorenje, Maserati, Skoda, MG, Zeekr, smart, and UAE National Orchestra.
In 2025, Motivate Val Morgan nominated me to represent MENA as a shortlist judge for Cannes' Outdoor Lions.
The briefs that excite me most are the ones where nobody in the room knows quite how we'd do it.
That's where I start.
What follows is a showcase of some of the brands I’ve had the pleasure of working with, and helped to grow, in the fantastic years I’ve been in advertising.
