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​Copywriter. Creative Director. Artist. Social-impact creative.

 

For a while, I solved this by having two websites, which is a very organised way of having an identity crisis.

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I started as a copywriter intern in New York nearly eighteen years ago. Since then, I’ve created work for Ford, Nike, Heineken, Maybelline, Unilever, P&G and PwC across Thailand and Asia.

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Some projects sold lipstick. Some sold trucks. One became Thailand’s first mental-health festival.

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I moved from writing the line to leading the room and directing campaigns, shaping pitches and keeping ideas alive through strategy, clients, production, and that mysterious final round of feedback nobody remembers requesting.

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Advertising taught me how to find the human truth and persuade people to believe in it.

Art taught me what happens when the idea doesn’t need permission.

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That collision became Let’s Get Weird, video essays disguised as art projects, involving murals, films and unsuspecting objects with newly acquired emotional baggage.

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Some people journal. I apparently require power tools.

 

Today, I work independently from Chiang Mai with agencies, brands, cultural organisations and social-impact teams.

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I don’t have two careers anymore.

I have one practice with poor respect for departmental boundaries.

 

Whatever the final form, the job remains the same: find the human truth and make people feel it.