About

––––––––––––––––––––––––––––––––––––

Challenging the Expected.

Creating Ideas Impossible to Ignore.

I'm drawn to the challenge of finding an idea nobody else sees. The one that makes you look at a familiar problem differently, gets people talking and gives a brand something worth saying.

That's what drives me. I like the hard problems, the unexpected connections and the moment something clicks into place. I want the idea that make a room go quiet.

Because being different is easy. Knowing what to do with it takes thought.

Challenge the Work.

Champion the People.

I like working with people who challenge my thinking. Give me a room full of curious minds, strong opinions and people who want to make something that’s never existed before, and we're off to a good start.

My job is to give good ideas the direction, challenge and support they need to become great work. That means asking tough questions, pushing beyond the first answer and knowing when to step back and let someone take an idea somewhere that I hadn't imagined. I want people to do their best work, and I take that responsibility very seriously.

I've led creative teams, worked across disciplines and partnered with clients who expect a lot from their creative partners. The best results come when people trust each other enough to speak honestly, challenge the work and keep raising the bar. That's how the work gets better, and how teams get better at making it.

Think Big.

Make It Real.

I bring an Art Director's eye, a writer's voice, a strategic perspective and a maker's mindset to everything I do. I understand how an idea takes shape, what makes it connect and what it takes to bring it to life.

That range helps me see the bigger picture while staying close to the details that make the work better. I can challenge a concept, recognize when something isn't connecting and help a team find a stronger way forward. I know the craft because I've spent my career doing the work, and I bring that experience to the way I lead.

I love the process of making something from nothing. Exploring the possibilities, finding the right approach and watching an idea come together is what keeps me interested.

I Push Past the Obvious.

I start by getting to the heart of the problem. What does the brand need to accomplish? What do people think, feel or do today? Where's the opportunity to change that?

From there, I push for ideas that connect creative ambition to a real purpose, then stay close to the work through execution. The details matter, but so does what happens when the work meets the real world.

Did it get noticed? Did it change perceptions? Did it move the numbers? I want to know what worked, what didn't and what we can learn from it. That's how the next round of work gets smarter.

AI Can Generate.

I Create.

I've always been interested in finding new ways to bring ideas to life. Generative AI has opened up possibilities that let me explore concepts, push visual directions and bring ambitious ideas within reach.

But AI looks backward. Creativity looks forward.

AI can generate possibilities, make unexpected connections and take an idea somewhere surprising. The real opportunity comes from combining those capabilities with human imagination, creative judgment and the experience to recognize when an idea has real potential.

I use tools like ChatGPT, Claude and Google Gemini to explore, experiment, build and refine. I'm interested in how AI can push my thinking further, expand what's creatively possible and help turn ambitious ideas into compelling work. The images throughout this page offer a glimpse of what's possible when technology meets imagination. See my Apple/World Cup AI project for a deeper look at that thinking in action.

I Make the Expected Nervous.

Here are three examples of creative thinking translated into work that made a measurable difference.

Juventus FC: Shaped the brand experience across conceptual, visual and experiential touchpoints, helping increase global brand awareness from 56% to 79% while growing social following from 50M to 82M.
Guinness Believer: Led the conceptual, visual, thematic and experiential creative, contributing to a 94% sales lift and 7-point market share gain. The campaign earned an Effie Award and was honored as Diageo’s Global Best Practice campaign.
Nestlé Waters: Consistently pushed the creative concept, imagery and subject matter further on a Halloween label campaign that delivered an 18% brand lift and ran for five consecutive years.

I've also created award-winning work for brands including Guinness, Mastercard, Jose Cuervo and the NFL, earning recognition from Effie, Reggie, Pro, Graphis and the Connecticut Ad Club.