I’ve always been fascinated by why people pay attention, and what truly matters.

What actually makes someone care?

Whether I’m building a creative team, directing a shoot, or designing an AI creative testing strategy, that is the question I want to answer.

Over the past 15 years I’ve been lucky enough to work with movie studios, game publishers, and health brands on everything from Super Bowl-sized launches to tiny creative experiments that ended up scaling into million-dollar campaigns.

I still love it all.

AI DRIVEN CREATIVE

I love using AI tools to work fast and loose. I needed an actress to do the exact movements and emotions I had in mind, so I shot myself in my kitchen, then replaced myself with a woman in our key demographic. We used Arcads Flow to prompt the image replacement, then animated the actor.