Fourteen years. Ten eras. Building brands at the intersection of culture, creativity and scale, from world first launches to billion euro growth. A discography, not a CV. I live and work as if everything plays out to a soundtrack, with no moment untouched by music, and that perspective shapes how I build brands. Each role becomes an album, each phase an era, with its own energy, narrative and cultural imprint.
◉ THE MAIN ACT
Our latest chapter of Unwrap the Summer unfolds as a sun-soaked exploration of the small, fleeting rituals that define Mediterranean summers, brought to life through the lens of photographer and storyteller Sam Youkilis. Moving away from staged storytelling, the campaign embraces an observational, documentary approach, capturing real moments along the Italian coastline where people instinctively shed layers — of clothing, of routine, of inhibition — and ease into a more spontaneous, liberated state. Everyday gestures become the narrative: the slow unpeeling of a wrapper, the first touch of the sea, the pause before a bite, each moment echoing the universal act of unwrapping. Developed by LOLA Madrid, the work blends Youkilis' signature intimacy with Cornetto's platform idea, transforming subtle human interactions and tactile summer details into a series of vignettes that feel discovered rather than directed. Rolled out across digital, social, outdoor and film, the campaign elevates a simple product ritual into a shared cultural expression, where unwrapping becomes a way of revealing the essence of summer itself.
For Cornetto, music is more than a soundtrack — it's our pulse. From iconic anthems to local summer hits, it's how we connect and share joy. To bring that passion to life, we stepped away from our desks and into the studio for a hands-on creative immersion, exploring the roots of Italo Disco before turning inspiration into creation. Swapping spreadsheets for lyrics, the team stepped into the recording booth and co-created a brand new Cornetto anthem from scratch. What started as a learning experience became a powerful expression of the brand, proving that music is not just part of what we do — it's how we think, create and come together.
When you are truly devoted to a brand, you don't just work on it — you live it. With Cornetto, that devotion is rooted in Italian passion, where creativity, craft and culture come together — è nel cuore, è nella pelle. For generations, Cornetto has been more than an ice cream — it has become an icon, shaped by the people who love it and carried through time since 1959. In 2026, this legacy was honoured in a truly exceptional way, as Cornetto became the first ice cream brand ever featured on a coin by the Italian Republic, part of the 'Italian Excellence' series celebrating the country's most influential cultural and industrial symbols. More than recognition, it is a defining moment that elevates the brand beyond product into a timeless expression of Italian design, creativity and cultural impact.
We made the windows of three historical buildings facing Akaretler Square — one of Istanbul's most photographed spots — our outdoor channel. Twenty-four windows. Forty-eight different moments of pleasure, as separate silhouette videos for day and night. What began as an ambient outdoor brief became, in fifteen days across six agencies, the first Magnum Pleasure Store in Europe: a pop-up where people customised their own Magnums surrounded by art installations and celebrity events. An invitation to pleasure, not an advertisement for it.
We transformed Akaretler Sıraevler into a multi-sensory Magnum playground — part outdoor venue, part party destination, part Magnum store — hosting a bold, high-energy event designed to spark desire and conversation. We brought "Break into Pleasure" to life through three curated worlds: Guilty Pleasure, Soul Pleasure and True to Pleasure, each inspired by real, indulgent moments. Drawing from Magnum's signature contrast — hard on the outside, soft on the inside — we designed immersive spaces and installations that played with tension and release, while inviting a curated circle of content creators to amplify the experience and fuel cultural talkability. The night unfolded with aphrodisiac-inspired flavors, rich textures and a magnetic atmosphere where pleasure was not just served, but fully experienced.
In this poster campaign, we reimagined the Cornetto wrapper through iconic summer moments — from surfers riding waves to divers mid-air, boats drifting and pool floats under the sun — creating six distinctive visuals that capture the joy and energy of the season. Launched across Europe and Turkey before expanding globally, "Unwrap It" lived across OOH, print and digital, with each execution designed to naturally complement beachscapes and coastal environments. The campaign went on to receive over 20 awards at leading creative festivals including Cannes Lions, Clio, D&AD, Eurobest and El Ojo, reflecting its cultural resonance and creative impact.
In one of the most cluttered snack markets, we didn't just launch a product — we created a cultural signal. With Algida Big Bold, the first square ice cream in the category, we tapped into a generation hungry for inspiration and built a platform around one simple provocation: Go Big or Go Home. Partnering with Robbie Maddison, one of the world's greatest motocross athletes, we turned the Bosphorus into our stage — sending him across continents with a Big Bold in hand, carrying the product from Europe to Asia in a breathtaking live spectacle. Broadcast on TV and streamed live, the moment captured national attention, earned extraordinary global coverage and secured its place in the Guinness World Records. The campaign extended through creators, collaborations and real-time audience participation, transforming consumers from viewers into co-creators. The result was not just visibility but velocity — proving that when a brand shows up with conviction, it doesn't interrupt culture. It becomes part of it.
We turned a product limitation into a cultural invention and redefined how a category shows up in gaming. Boom Boom became one of the first brands to solve a real gaming tension — how to enjoy ice cream hands free — by creating Boom Mate, a voice-controlled robotic arm designed for gameplay. More than a stunt, it was a native idea built from behavior, seamlessly integrating into Twitch culture through live interactions, creator participation and real-time audience control. What started as a functional fix evolved into a shareable, entertainment-driven format that blurred the lines between product, content and experience, proving that when brands build for moments, not media, they earn a place inside culture.
We transformed a bold product into a culture-defining spectacle by turning one of the world's most iconic locations into our stage. With Big Bold, the first square ice cream in the category, we didn't just launch innovation — we created a world's first moment by sending freestyle legend Robbie Maddison across the Bosphorus, carrying the product from Europe to Asia without melting. Broadcast live and amplified through creators, conversation and participation, the campaign moved at the speed of culture, earning massive reach, global coverage and a Guinness World Record. It was not just about being seen, but about showing up with scale, audacity and meaning — proving that when a brand truly goes big, it creates moments people do not just watch, but remember.
An ice cream stick is never just an ice cream stick. It's an invitation to upcycling — turning everyday waste into something meaningful, one idea at a time.
◉ GENRE
◉ ABOUT & VALUES
I see it as the main character.
The sound in the room before anyone speaks.
The symbol on the skin.
The font choice that changes the feeling.
The lyric that says what a generation couldn't.
The street before it becomes strategy.
I studied politics, but what I was really studying was power: who has it, who is denied it, and how voices become movements. I've always had an activist core. Not performative, not convenient, but deeply wired into how I move through the world.
At Unilever Turkey, I turned that belief into infrastructure. I founded proUd Turkey, the company's first LGBTQI+ Employee Resource Group, built from zero. Trainings. Pride Month celebrations. Leadership engagement. A space that had not existed before, made visible, structured and alive. Culture does not change because people talk about values. It changes when people build for them.
I'm not interested in empty purpose. I'm interested in conviction. In campaigns that know why they exist. In work that can stand in the world and say something. Especially in music, where identity, rebellion, belonging and emotion are not campaign territories. They are the actual material.
My world has always been close to artists, musicians, singers, celebrities, athletes, extreme sports communities and the visual codes that surround them. Typography matters. Design matters. Tattoos matter. The body as archive matters.
I live inside the things I care about.
◉ THE WORLD TOUR
◈ OPEN FOR COLLABORATION
I bring together brand partnerships, brand building, new brand innovations, market-maker thinking, celebrity management, experiential event design, event sponsorship, and music × brand innovation to create work that moves beyond visibility and becomes culturally relevant. My approach combines creative instinct with P&L understanding, project management discipline, stakeholder leadership, and a strong sense of what people, brands, and culture are ready to talk about next. The result is brand work designed not only to launch, but to travel — creating relevance, momentum, and big talkability.