​ Since joining PDPAOLA in 2016, I’ve played a central role in shaping the brand’s creative evolution — building a visual universe that has become a reference within contemporary luxury jewelry. From early-stage concept to international expansion, I’ve led the creative vision hand-in-hand with the Founder, guiding the transformation from an emerging label into an established global name.

Beyond fashion and luxury, my creative practice extends into music and visual culture. I have directed music videos and developed creative direction for artist Lucas Bun, including his Eurovision mise en scène and visual identity. As a creative brand consultant, I’ve collaborated with emerging bridal and beauty brands, helping them articulate their brand book sand strategic positioning. In parallel, I continue to work as a freelance art director for fashion editorials across online and print magazines.

My work spans every layer of brand expression — from foundational art direction and e-commerce storytelling to large-scale campaigns, retail design, and experiential activations. I specialize in strategic brand positioning, concept creation, and 360° campaign development, with a strong focus on omni-channel storytelling, digital innovation, and the emotional power of imagery.