He started directing music videos for friends before moving into commercials, with a strong focus on sports and athlete-led campaigns. Having played soccer since childhood, sports became a natural language and the space where his voice feels most authentic. Influenced by the energy and storytelling of Red Bull TV and Nike Soccer, his work is driven by movement, emotion and clarity. He’s known for solving problems on set and making limited resources feel bigger than they are—always staying true to himself. At the core, it’s about authenticity, performance and telling underdog stories that connect.