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FAQ
How I design and think.
What's your creative philosophy?
I turn complexity into clarity and systems into stories. I believe in a design philosophy that tells a compelling story, capturing attention instantly while seamlessly connecting emotion with purpose. In today's culture, exceptional creative products should not only capture attention but also be purposeful, aesthetically pleasing, and closely aligned with both user needs and business objectives.
How do you lead creative teams?
I aim to support my team by leading with transparency, humility, and trust. I own up to my mistakes and prioritize our shared objective of developing the best product, rather than trying to control others. My role is to set the vision, unblock paths, and elevate the team’s strengths, not mine. I’ve enabled and scaled high-performing design orgs across games, tech, AI, and global brands.
What kinds of projects do you take on?
I am captivated by the thrill of new technologies and enjoy delving into scalable, uncharted territories.. My projects include everything from brand campaigns and immersive experiences to UX systems and art direction, all aimed at pushing creative and strategic limits. I've had the pleasure of working with brands like Amazon, Oracle, Gucci, and more.
How do you approach UX design for AI-powered experiences?
Interfaces are starting to think for themselves now. We used to design buttons and layouts, but that’s old language. AI responds to intent; what people say or mean, so we’re no longer designing looks, we’re designing logic. The rules have flipped. It’s not about navigation anymore, it’s about conversation. Not delight, but trust and alignment. Not obvious errors, but invisible biases and hallucinations. And we’re not just creating visuals — we’re designing the systems that create them.
Do you still get hands-on with the work?
Absolutely. I believe the best creative leaders lead by example. I've always believed in earning respect by working alongside my team, not just directing them. It's important to me to stay involved and hands-on, whether it's diving into design tools or creating art myself. I enjoy rolling up my sleeves—whether that’s jumping into Figma, Photoshop, or painting key art myself. Staying hands-on keeps me sharp, connected to the craft, and better equipped to support and inspire my team.
What’s your approach to feedback and critique?
I create a safe, collaborative environment where feedback fuels growth—not ego. We align on shared creative tenets early on, so critique stays rooted in intent and project goals—not personal preference or career politics. When done right, feedback sharpens the work, sparks innovation, and brings the team closer to the vision.
