My colleagues call me the smiley face of Bulgarian advertising. It’s not because I am always nice to them. It’s because I love being а Creative Director. I find true joy in the process of developing ideas: getting to know a business, a project, or an organization – how it operates, what is the hidden potential, what are the issues they are facing. Digging deep until you reach the Caboooom – the crack in the code, the idea that can totally change the game. And after that, I find joy in directing the projects – empowering the team, exploring different paths, spotting the meaningful solutions, fighting doubt. I’ve been in advertising for about 15 years. I’ve grown my skills by working with clients as versatile as they could get. From small start-ups open to any smart solution, to humongous companies, that challenge every step. From self-made businessmen, who can sense bullshit from a mile away, to marketing directors who seem to care less about their company than their agency does. I’ve developed a strong positive working relationship with a family owned bio brands, and with international conglomerates with a marketing department, and a department of the department. I’ve executed campaigns for Bulgaria, Romania, Hungary, and USA.I’ve seen a lot, but I hope even more is coming my way. I believe this is the best part of my work – people, experiment, collaboration. I am always up for a challenge. That’s why I try to constantly involve myself in many projects – I cofounded a company called the Stinky socks and in 6 years I experienced a lot about running your own business. I was part of a film crew that made 3 movies together, all selected by well-known international movie festivals.When I am not working I love binge watching series on Netflix with my husband, or screaming loud on the slopes with my friends snowboarding, or scratching the next drawing that would never be finished. Perhaps I am just searching for inspiration about the next thing that will excite me.