I grew up in Europe and California and that has meant everything for the way I view the world, my place in it, and the type of work Hella does.

I spent my early career as a foreign correspondent for The New York Times, Monocle, and others. That period indulged a curiosity about finding connections between disparate ideas and making them relevant in a larger context.

That approach followed me into branded storytelling at Red Bull Media House in London and Los Angeles where I developed a magazine, short docs, and podcasts to expand the brand’s audience and add new storytelling capabilities. And then to voice and creative direction at Apple in Cupertino, where I helped build a global program that transformed the Apple Store into a place for learning, collaboration, and creativity.

Strong narratives are about more than just adding value by defining brands in the marketplace. They provide consistency as they grow and transform.

A desire to shake up my own narrative (again), and expand my kids’ view of the world has led me back to Europe — where we’re indulging our curiosity, connecting to different ideas, and doing our best to understand the larger context.

..~… Andreas Tzortzis