I built Weft on real miles.

Since 2023, my family and I have lived in Finn, a Mercedes Sprinter, while travelling the Pan-American Highway. Finn became our home — and Weft's reference vehicle.

Before that, I built digital products at Makalu, the product design and development agency my business partner and I ran from southern Spain. We created award-winning work for Google, Virgin America and Live Nation: a Google campaign Ogilvy called "a glimpse into the future of digital marketing", a web app that signed up more than a million users in its first year, and a mobile app that timed more than three million sports participants.

For nearly a decade, I led our technical team for Marek Lieberberg Konzertagentur and the Rock am Ring and Rock im Park festivals. We were responsible for the websites and apps, the content management system and part of the back office: software that fans and organisers relied on most during the few days a year when there was no second chance.

Living in Finn, I saw the problem from the other side, as the person depending on the technology: excellent components, but too many separate controls, apps and support paths. I wanted the van to behave like one product without replacing the hardware that already worked well.

Weft grew from solving that problem in a vehicle we actually live in, drive and depend on.