Recently I transitioned from executing briefs to owning creative concepts. In projects where I shaped the visual direction I explored references, tested AI-generated concepts, refined composition, textures and lighting, and finalized the piece in Photoshop. By driving atmosphere and narrative from the start, I turned rough ideas into coherent, cinematic visuals that guided production and elevated the project's storytelling.

Creative lead — concept through final art

Led end-to-end visual direction for cinematic work

In recent football-focused projects I translated the emotion of matches and player moments into strong visual stories. I researched key moments, iterated on composition and cinematic lighting, and polished assets to feel authentic to supporters. The result was creative work that went beyond marketing collateral and genuinely connected with fans and teams.

Sports campaigns — fan-focused visual storytelling

Crafted football visuals that resonated with fans

I conceptualized and executed a cinematic Dune-inspired hero visual, iterating AI concepts and finalizing details in Photoshop.

I shifted from execution to full creative direction: developing concepts, references, and cohesive visual stories from scratch.