Born in Sardinia and professionally formed in Johannesburg’s advertising world, I’m an Associate Creative Director based in Dubai. In almost 20 years in the industry I’ve learned that every market teaches something vital, from the power of local stories in South Africa to the need for agile innovation in the UAE, storytelling is the common denominator.
Outside the agency, on weekends, I love cooking homemade pasta for friends, an opportunity to bring people together, and I shoot black‑and‑white photography as reducing every scene to shades of gray lets me focus on emotion.
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 drives global impact.
In Dubai, first at Wunderman and for 7 years now at Havas Middle East, I’ve led multi‑disciplinary teams on Durex’s real‑time social activations and adidas’ integrated campaigns, earning more than 30 global awards across Cannes, D&AD, LIA, Lynx, Loeries, and One Show. Collaborating closely with PR and Media departments has consistently sparked our best briefs, and I’ve learned that if we don’t yet know how to make it happen, we’re on the right track to a great idea.
Since 2019, I’ve managed creative across Dubai and Cairo, integrated AI into our workflows coordinating with 5 other global offices, and delivered award‑winning work for adidas, LEGO, Barakat, and Pampers.
In 2025, Motivate Val Morgan nominated me to represent MENA as a shortlist judge for Cannes’ Outdoor Lions, an honor that made me proud to be trusted by the industry after so many years in advertising.
For me, storytelling is the core driver of every great idea. I bring curiosity, empathy, and a genuine love for collaboration; I’m always asking, “What haven’t we tried yet?”
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.
