Strategy with creative consequences.
I’ve spent my career helping companies clarify what they stand for, what they should say, how they should show up, and how teams can make better decisions before they spend money making the wrong thing.
My work sits at the intersection of brand strategy, creative development, AI adoption, and the operating systems that help teams turn better thinking into better output.
I’ve spent my career helping companies clarify what they stand for, what they should say, how they should show up, and how teams can make better decisions before they spend money making the wrong thing.
I come from the client side, the agency side, and the classroom. I also teach AI for Advertising and creative strategy at the graduate and undergraduate level at the Academy of Art University in San Francisco, which keeps my work grounded in how fast the tools and expectations are actually evolving. That combination matters. It means I care about business reality, creative quality, and whether people can actually use the system after the meeting ends.
Today, most teams do not have an ideas problem. They have a clarity problem, a workflow problem, and increasingly, an AI orchestration problem. The tools are powerful. The system around them is usually not.
That is the space I work in: helping teams find the strategy, shape the creative, and build the modern workflows required to move with more confidence.
Speed only matters when teams know what they are moving toward. Strategy should make the next decision easier.
AI can generate options. People still decide what matters, what is true, and what deserves to be made.
The advantage is not having more tools. The advantage is creating a smarter way for research, strategy, creative, and execution to connect.
Positioning, architecture, briefs, narrative, and decision frameworks for teams that need sharper direction.
Creative systems, concept development, AI previsualization, and stronger paths from insight to execution.
I teach AI for Advertising, Creative Strategy, Copywriting, Campaign Development, and Short Form Story Writing at the Academy of Art University in San Francisco, working with undergraduate and graduate students on modern creative practice.
Cofounder of systems built to modernize how strategy, creative, and AI enabled execution work together.
That is where the work gets interesting: the place where strategy, creativity, technology, and human judgment all have to meet.