ABOUT
THE
JUDGMENT.
Executive Creative Director & AI Visual Systems Strategist.
TECHNOLOGY DEMOCRATIZES EXECUTION. JUDGMENT DEFINES VALUE.
A transition generation.
A whole-system view.
I learned the craft when every frame required preparation, coordination and consequence. Since 1999, I have worked across the entire visual ecosystem — from analogue film sets and major advertising productions to branded documentaries, live sport, digital products and generative AI workflows.
That journey gave me something more useful than technical versatility: the ability to understand what an idea requires from strategy, talent, camera, lighting, production, editing, colour, design, technology and distribution.
I DO NOT ADD AI TO THE END.
I CONNECT THE WHOLE SYSTEM.
PRECISION.
VISION.
A LITTLE
TRASHY CULTURE.
Petrolhead, filmmaker, builder of teams and father of Cuchulito. I am drawn to work with stakes: ideas that must perform, stories that must feel true and visual systems that must survive contact with reality.
My value is not knowing more tools. It is knowing what deserves to be made, why it matters and how to make every department move in the same direction.