I build story, voice, and campaign worlds for beauty, fashion, music, and culture-facing brands.

I build eras for culture-facing brands, artists, and agencies where subculture meets the mainstream.

For over 15 years, I’ve been the person who makes the fringe and nascent feel like a breakthrough: shaping early narratives around emergent designers and left-field artists for places like Dazed and Rolling Stone, often at the exact point where fashion and music collide. On the brand side, I’ve carried that same instinct into beauty brands, cult labels, and mega-brands with subcultural souls.

Most recently, I served as Brand Story Lead for BTS’s 2026 ARIRANG comeback era at HYBE/BigHit, helping shape the high-level narrative framework, campaign language, and story logic for a major global comeback.

Today I work as a fractional creative director and narrative-led brand partner, helping brands, agencies, and artists to:

• define the myth and story frame for a new era, launch, campaign, or rebrand

• translate it into language, concepts, and campaign worlds

• keep product, visuals, voice, and rollout logic speaking the same story — from internal alignment to public-facing launch moments

If it lives in culture, has a fanbase (or wants one), and needs a point of view, that’s my lane.

Let’s make something iconic.

Plug me in. I’ll find the signal.

Select Clients:

HYBE / BigHit (BTS)

Sony Music

DAZED

Condé Nast

Estée Lauder Companies (M·A·C Cosmetics, Bumble and bumble)

Function of Beauty

Zadig & Voltaire

Rolling Stone

BDG Studios

Red Bull

Interview Magazine

ELLE

Refinery29

TIME

V Magazine

My Beautiful City

…and others.