On one side, I run and write for NAnews, an independent newsroom focused on Israel, Ukraine, and the stories that usually stay outside the spotlight. On the other, I build campaigns with Nikk.Agency, where authenticity and real voices matter more than flashy slogans.

I don’t believe in selling for the sake of selling. I believe in conversations. That’s why our ads often read like stories, and our stories often spark new ideas for brands. It’s not about blurring lines — it’s about building bridges.

Over the years, I’ve worked in four languages — Hebrew, Russian, Ukrainian, and English. Each one isn’t just a tool, but a cultural lens. Writing for a Ukrainian audience is never the same as writing for Israelis, and I love reshaping narratives so they truly belong to the people reading them.

What drives me most? Independence and trust. NAnews doesn’t depend on sponsors or political money, and that freedom keeps our journalism sharp. The same values guide my agency work: clients get honesty, not empty promises.

Some people call this unusual. For me, it’s natural. I want to stay close to communities, to readers, to clients — to people. Whether it’s a small bakery in Jerusalem or a cultural festival in Haifa, the goal is the same: tell their story in a way that feels human.

“Instead of trying to be perfect, I try to be present. Instead of shouting louder, I try to connect deeper.”

That’s who I am, and that’s the energy I bring here on Anoox. If you’re curious about building honest connections — through news, through branding, or simply through dialogue — let’s talk.