a berlin-based creative director specialised in

Most work is a memory of other work. A reference, slightly adjusted, arranged into something safe enough to approve. It's why so much of what gets made is competent and completely forgettable.

I'm Adam, a creative director in Berlin, Irish by birth. Eight years across Vodafone, IKEA, Bosch and the European Union taught me how to hold a brand together and how to argue for a direction that scares people slightly.

That's what I'm actually for. I read what a client needs underneath what they're asking for, come back with a direction rather than options, and I don't hand over the version that survived a committee. Brands hire me when safe isn't working.

Going independent was about deciding what to point that at.