I’ve been working in film and advertising for over twenty years, moving from runner to director, and eventually founding Diud, a production company built around curiosity, good energy, and the craft of storytelling. Over time, Diud became more than just a studio — it turned into a playground for experimentation, where we’ve produced everything from national TV campaigns to “Diud, Where’s My Tune”, a personal music series shot on 16mm film in a raw, cinematic style that gained strong local traction.
My approach to directing comes from that mix of hands-on production experience and visual obsession. I like to keep things lean, honest, and visually precise. For me, good direction isn’t about complexity — it’s about intention. The right rhythm, tone, and design can turn a simple idea into something memorable.
What defines my workflow in commercial projects is control and clarity. I always build an animatic — a mockup of the film — and I edit fast on set, so I can communicate clearly with the client and show exactly how the final cut will feel. It helps keep timing tight, avoids unnecessary shooting, and makes post-production smooth. I enjoy and love the projects where there’s time to explore, play, and push the limits — but let’s be honest, that kind of freedom usually comes with personal or pro bono work. On a budget, precision becomes creativity’s best friend. I do the heavy lifting early — so when we’re on set, everyone knows exactly what we’re building.
