I'm a Senior Art Director and Creative Lead who still starts every project with a sketchbook.
I grew up in Latvia, attending art school from the age of nine, six years of drawing, painting and making things alongside a regular education. Then engineering degree in Bradford and somehow ended up directing shoots for some of the world's most recognised drinks brands.
I'm always looking for the insight before the idea. The cultural tension, the human truth, the thing that makes a concept feel inevitable rather than invented.
My engineering background never really left me. It's how I structure my approach, AI prompts, storyboard a shoot, and lead a team through a complex brief. Systematic thinking and creative instinct, working together.
Outside work I'm an Ironman finisher and a photographer. Both teach you the same thing: timing, patience, and knowing exactly when to commit.