I started my career in fashion in New York, where I learned to see a brand as a designed experience rather than simply a campaign. Fashion taught me to think about everything around an idea — the image, the space, the object, the music, the people, and the feeling it creates.

Long before the industry started calling it “non-traditional creative,” I was interested in what happens when an idea moves beyond advertising and becomes something people can actually experience.

That curiosity has shaped the rest of my career. I’ve worked across film and television, print, digital, ATL and BTL, product development, retail, experiential, activations, launches, and large-scale global campaigns. Sometimes I was leading the creative idea; sometimes directing a film; sometimes building the team and production system needed to make a complicated idea happen across several countries at once.

Working across markets and cultures has been a constant in my career, and it has shaped the way I think about ideas, people, and how creative work actually gets made.

In 2016, I founded Malco & Sons in Seoul as an independent creative production company. Since then, I’ve worked with global and regional brands, including a long-term strategic partnership with New Balance Korea. The work has ranged from campaign development and branded films to retail experiences, digital content, product development, activations, launches, and cross-platform marketing.

Before that, I was Executive Creative Director at Grey Group, where my principal accounts included Dunhill Global & APAC, Heineken APAC, and Shiseido.

Earlier, as Global Creative Director at Berlin Cameron in New York, I contributed to global initiatives for FIAT500, LVMH Brand portfolio — Hennessy and Belvedere Vodka — Ford, Heineken, Smasung and Vitaminwater, among others.

Not everything from those years can be shown here. Much of the work was created at global scale, involving international teams, confidential launches, and long production cycles across multiple markets. What you see on this site is therefore only part of the story.

What has stayed constant is my curiosity about the space between business, culture, storytelling, design, and production. I like finding the simple idea inside a complicated problem, bringing the right people together, and making something that feels bigger than the brief it started with.

These days, I’m increasingly interested in what comes next — original stories, new creative voices, cultural collaborations, and projects that can exist beyond traditional advertising.