I build brands because I couldn’t stop thinking about them.

My background is anything but linear. I studied a double bachelor in Business and International Relations, then moved to another country to start my career in supply chain and logistics. It was stable, structured and completely wrong for me. I realised fast that I was made for something far more creative.

I had always loved social media, so I started posting more and helping friends with their small businesses. That gave me something no classroom could: a real audience, real feedback, and the kind of learnings that only come from doing the work.

As people began valuing what I did, I took on part-time jobs and grew fast. But the part I truly loved wasn’t the posting itself — it was the creative process behind it. Ideating concepts, building fictional brands, experimenting with art direction and campaigns.

I started making TikTok videos about those fictional brands and campaigns. They found a niche that loved them, and some of them kept going viral. That was the moment I decided to take it further and make this my full-time job.