At this point I’ve been an artist so long I wouldn’t know how to be anything else. It stopped being a choice a long time ago; it’s just the shape of how I move through the world.
My academic training was in biotechnology and physics. I’ve always loved science, and though that might seem counter to the creative process, it’s been the opposite — it gave me a worldview. A way of seeing systems, cause and effect, and the strange elegance that shows up when a structure is right. It most definitely informs my work; a lot of my best creative decisions have really been acts of pattern recognition.
I was born in New Delhi, and my family moved around a lot when I was growing up. Moving that often teaches you to read a room quickly, and to find what’s universal underneath what’s local — which, it turns out, is most of the job when you’re building brands across India, APAC and LATAM.
My studio is the lower part of my house. The best way to describe it is that it’s filled with everything I’ve ever been inspired by, or that speaks to me on some level. Books, objects, fragments, half-finished things. It’s less a workspace than an external hard drive for my head.
“The path is the goal.”
I don’t know who said it, but I think it’s the most profound statement ever made. I take it to mean that we should measure the success of our lives by the experiences we acquire, rather than by the stuff we collect. Every project, every team, every wrong turn is the point — not a means to some tidier end.
People ask where the ideas come from. For me they’re always already in there — I just make sure my mental diet is high in fibre. I read widely, look hard at things outside my field, and keep the inputs strange and varied. Ideas are downstream of attention.
“I just make sure my mental diet is high in fibre.”
That’s the throughline of everything on this site — the games, the campaigns, the brands, the teams I’ve built. Different surfaces, same instinct: follow the path, trust the pattern, and make things that make people feel something.
