How do you pronounce your name?
My name is pronounced Datsé (Da-tsé) with the emphasis on the first syllable.
Where did you grow up, and where do you live now?
I grew up in Riga, the vibrant capital of Latvia. At the age of 20, I moved to London and after spending over a decade immersed in the fast-paced life of London, I’ve now found a perfect equilibrium in Ascot. It’s the best of both worlds: a quick train ride takes me to the centre of London, yet I’m surrounded by forests and parks, perfect for a peaceful walk.
When did you first realise you were creative?
My mother loves to tell stories of me insisting on picking out my own outfits at the age of two, which, in hindsight, was probably my first venture into self-expression. As I grew older, my passion for creativity only deepened, especially through my time at art school, which I attended every Saturday. It was this exploration that truly ignited my passion for creative expression, laying the foundation for my future in design and creative.
How does your background influence your approach to creative design?
My Latvian heritage and Baltic roots have undoubtedly shaped my design philosophy. However, living and working in a multicultural environment for the past two decades has expanded my worldview.
What are some notable brands you’ve worked with?
Over the years, I’ve had the privilege of collaborating with a diverse range of brands across different sectors. Some highlights include Porsche, BMW, Mini, Volvo, Dell Technologies, Fenty Beauty, Lavazza, and Cadbury.
What’s one of your favourite creative projects you’ve worked on? What’s a recent project you’re proud of?
Throughout my career, I’ve developed award-winning projects for global brands across industries like automotive, tech, and beauty, including BMW, Fenty Beauty, British Airways, Porsche, and Dell Technologies. Working through an agency lens, I’ve shaped creative experiences that leave lasting impressions, but my passion for sustainability and design led me to create BURDALUX, a holistic, eco-conscious brand offering a curated blend of aromatherapy candles, bespoke Spotify playlists, and tea pairings to create immersive experiences aligned with the circadian rhythm. Overseeing every detail, I ensured sustainability and mindfulness remained at its core, reflecting my commitment to meaningful, experience-driven design that fosters emotional connection and promotes eco-conscious living. Each project has challenged me to evolve as a creative, striving to align innovation with sustainability in an ever-changing landscape.
What are you most looking forward to as you start your new role as Creative Director at INVNT GROUP EMEA ?
I’m incredibly excited about the opportunity to collaborate with a diverse range of global INVNTrs across disciplines.
With over 20 years of experience in roles ranging from Graphic & Conceptual Designer to Art & Creative Director, how have you personally innovated over the years, and how has your journey shaped your approach to work?
Ultimately, innovation means constantly challenging both myself and the industry’s status quo, never resting on past achievements. By continually adapting and pushing the boundaries of creativity, I’ve been able to keep my work fresh and innovative.
You mention that you create not just by telling brand stories, but by making them happen. How does storytelling influence your creative process? What does successful storytelling look like at the intersection of creative design? How do you achieve this?
Storytelling is at the heart of everything I do creatively. Without a story, a design is just an output – it may look appealing but lacks depth or emotion. A compelling story can transform a simple design into an immersive experience. When approaching any project, I begin by stepping into the audience’s shoes, walking through their journey and understanding their perspective. This allows me to visualise the world I want to bring to life and infuse it with those magical, unexpected touches that make people pause and engage. The ultimate satisfaction comes when a sketch or concept not only meets but exceeds a client’s expectations – when they say, “This looks even better than I imagined.”
Our battle cry is “Challenge Everything”. Where and how do you see this fitting into your creative process and approach?
This philosophy aligns perfectly with how I approach every creative challenge—by constantly questioning, refining, and breaking boundaries, I aim to create truly groundbreaking work at INVNT GROUP. Together, we can craft experiences that leave a lasting impact, and that’s what excites me the most.
