Born and raised in Serbia. Living in Dubai. Often mistaken for being from somewhere else because of my mixed English accent.

I love art, spent years playing guitar and bassoon (yes, really), occasionally pretend I’m a golfer, and make pretty good burgers.

I’m also an ad nerd, driven by curiosity and a constant desire to learn. For more than 20 years, I’ve helped brands earn attention and stay relevant in a world that changes every week. Along the way, I’ve worked with brands like Emirates, Mercedes-Benz, Chevrolet, McDonald’s, Pepsi, P&G, Etisalat, and Dubai Airports.

I’ve spent much of my career building creative teams that raise the bar, grow people, and deliver work that clients and juries remember.

What interests me most today is what creativity can do when it’s applied to bigger challenges. That’s why I spend a lot of my time exploring AI, sustainability, innovation, leadership, and the future of our industry.

I lead sustainability initiatives across our region, and I’m currently finishing AI & Sustainable Technologies study because I believe the next generation of leaders needs to understand both technology and impact.

I believe the best ideas are usually the simplest ones.
The ones that make you feel something.
The ones that tell the truth.
The ones that people remember.

Thanks for stopping by.