About

My career has been split between creative systems and technical systems. Over the last decade I've led multidisciplinary teams across design, web, photo, video, 3D, copywriting, and production, helping brands transform ideas into campaigns, products, and experiences.

Several years ago I developed an interest in building software myself. The emergence of modern AI tools removed many of the traditional barriers to entry, allowing me to move beyond directing systems and begin constructing them directly. Since then, I've designed and built AI-driven products, workflows, and internal tools from the ground up, combining deterministic logic, backend automation, data pipelines, and controlled LLM attribution into cohesive systems.

Whether the challenge involves a team, a brand, or a software platform, my approach remains largely the same: understand the moving parts, create structure around complexity, and build something that scales.

Working With Clients

Much of my career has been spent helping clients navigate ambiguity. Particularly within emerging industries, many businesses operate without established playbooks, requiring ideas to be developed, refined, and translated into actionable plans. My role is often less about providing answers and more about helping clients discover them.

Successful client relationships require balancing vision, business objectives, audience expectations, budgets, and execution realities. The best outcomes happen when clients feel ownership of the direction while the creative team provides the structure needed to bring that vision to life.

Building Brands

Brand building exists on a spectrum. Sometimes you're inheriting a well-established identity with clear guidelines. Other times you're starting with little more than a name and an idea. Most often, it's somewhere in between.

My approach focuses on creating systems that allow brands to grow consistently across products, campaigns, and channels while adapting to changing markets, customer expectations, and operational constraints. Strong brands are not built from individual assets — they emerge from a collection of decisions that remain consistent over time.

Leading Teams

Leading creative teams requires balancing people, process, and production. Throughout my career I've managed multidisciplinary teams spanning design, web, photo, video, 3D, copywriting, and production while coordinating long-term campaigns, evergreen content, product launches, and day-to-day operations.

My leadership style focuses on creating environments where talented people can do their best work. That means providing structure without limiting creativity, encouraging collaboration, and building sustainable systems that keep projects moving without sacrificing quality. The strongest teams are not simply productive — they continuously challenge each other to think differently and push ideas further.

Personal

Before software, much of my creative work lived in the physical world through illustration, murals, and independent art projects under the name Animal Money. Outside of work, I enjoy travel, endurance training, live music, and exploring the intersection of creativity, systems, and emerging technology.