With three decades as a creative director in fashion and lifestyle, I have worked with brands including Swarovski, Dedon, Rolf Benz, Siemens and Victorinox, spanning luxury, design, heritage and outdoor. My international collaborations with renowned photographers such as Nick Knight, David LaChapelle and Rankin have turned creative concepts into memorable images. My work is guided by a simple principle: every brand has its own DNA, and every task its own nature. The best results come from respecting both, whether the approach calls for boldness, refinement, playfulness or timeless clarity. Understanding what fits—and what doesn’t—is central to my work. I know how to translate brand identity into moving and still images, and what it takes to make a film truly work. As a jury-member, I bring a trained eye, an open mind and genuine respect for creativity.