What is a Luna?

I started in the arts and turned into a strategist because I couldn't stop asking why things even work and how they produce capital.

My background is in arts and social sciences (film, translation studies, communication theory, critical media studies), which means I came to strategy through narratives and cultural anchors, not through spreadsheets. I think in systems, but deliver stories, language, and aesthetics.

I believe that the current state of marketing leaves no room for a gap between strategy and creativity.

Over the past six years, I've worked across sectors by developing a genuine literacy within each field I got briefed in, from FMCG to AI & Fintech, Hospitality, Entertainment, Cultural Institutions, and Health.

I'm particularly drawn to the intersection of behavioural economics and collective narratives, how people make decisions, how culture shapes desire, and how language can make an idea feel inherent rather than constructed.

Photography and videography as visual thinking. Art history, contemporary media studies and fintech literacy as frameworks for understanding culture, communication systems and the future of value.

My most recent research work investigates how brands use interpellation as a mechanism for constituting communities and engineering loyalty.

With experience in both agency and project-based work, I move easily between collaboration and leadership, from the creative backseat to the front line of client service.