I am an art-based Associate Creative Director at TBWA\SMP,
where I lead AI-assisted creative production, and emerging technology in advertising.

At TBWA\SMP, I played a key role in integrating artificial intelligence into the agency's creative process. As one of the pioneering members of the agency's AI innovation team, I helped build how generative AI is used in production workflows. Beyond advertising work, I develop internal AI systems, mentor teams and hold workshops that encourage creatives to adopt emerging technologies responsibly.