Creativity follows business
Creativity isn’t the cherry on top. It’s the engine that drives meaningful results. I believe the best ideas don’t start with “What’s cool?” but with “What matters?” Business goals are the compass – creativity is the fuel.
I used to think creativity meant breaking the rules. Now I know it means knowing which rules to break – and why.
Great creative work doesn’t live in isolation. It’s rooted in real business challenges, shaped by user insights, and aimed at clear outcomes. That’s why I always start by asking:
“What’s the goal here – and how can creativity make it irresistible?”
Whether it's launching a new product, shifting perception, or building brand loyalty – creativity is most powerful when it’s connected to purpose.
Over the years, I’ve learned to love the constraints: deadlines, budgets, stakeholder needs. These aren’t blockers – they’re boundaries to bounce off. The fun part? Turning that friction into flow.
My role as a creative leader is to hold the tension between magic and metrics. To spark big ideas and make sure they land. Because when creativity follows business, it doesn’t follow blindly – it follows with intent. And that’s when it leads.
Food for thought
In today’s saturated markets, creativity must do more than just capture attention – it must drive action.
For On, this means developing campaigns that are not only beautiful and bold but built from clear business objectives and community insights.
One opportunity I see is to further connect product launches with cultural storytelling, making each release feel less like a commercial moment and more like a movement.
I would love to help integrate creative excellence even earlier into business planning cycles – not as the "last mile" executor, but as a strategic partner who helps shape briefs, not just respond to them. Because when creativity moves at the speed of business, it doesn't chase trends – it sets them.