I was born in Galați, Romania, a quiet town by the Danube where not much happened unless you made it happen yourself. I started writing when I was twelve, first small poems in Romanian that I kept to myself, then short stories and lyrics filling the margins of my notebooks. I learned to play guitar so I could turn words into songs, and somewhere in that process I realized that creating wasn’t simply something I enjoyed. It was the way I made sense of the world.

That curiosity eventually led me to Amsterdam, where I studied Media and Culture and followed a cinematography track. I loved immersing myself in storytelling, film theory, and cultural analysis, learning how narratives shape the way we see people and places. But as much as I loved exploring stories, I became equally fascinated by something behind them: the strategy that allows ideas to travel, the systems that help narratives resonate, and the way brands can shape culture at scale.

This curiosity took me to Barcelona, where I began studying marketing and brand management at ESADE, a completely different environment. I didn’t want to leave creativity behind. I wanted to understand how to structure it, grow it, and guide it into the real world where ideas are not only imagined but built.

That is what ultimately drew me to advertising. It sits at the intersection of creativity and strategy, a place where storytelling meets decision making, and where you can shape the narrative of a brand while thinking about its direction and impact.

I still write and create, but now I also analyze, build, and pitch. I’ve realized that the place that excites me most is exactly there, where imagination meets strategy and ideas become something real.