My Approach

Believe it or not, ads aren't my raison d'etre. Click-through rates, character counts, and influencer activations aren't what get me up in the morning. I don't bleed branding, a condition deserving immediate attention. I love to write. To go even broader, I love to communicate--and connect. Because fundamentally I love people. We're weird and adaptable and vulnerable and prone to snacking. And we're all looking for something that understands us. I want to know who and why people are. I want to find and foster that understanding. I want to always continue developing my own. We're here, on my portfolio site, because I found a job where I could write, connect, and create. The ads are just the output. It's the insight, ideas, and copywriting that get us to the true value: mutual understanding. No matter the platform, product, or personas involved, the right message can create a real moment of connection between you and whoever you're reaching. That could be in social feeds, in a rich media unit, through a pressure washed message on a dirty sidewalk, in 8 words or less on a billboard, in the metaverse, on the few dozen TVs that still see commercials, during podcasts, on packaging, etc. Whatever the medium, I'll find ways to connect the communicative dots between us.