about
The judgment behind the work.
More than two decades in copy, concept and creative direction – with one consistent role: finding the idea, setting the direction and making the choices that shape the work. Today, that same role extends into AI-enabled creative practice: using new tools to widen the field of possibility without giving up judgment, responsibility or creative intent.
I don’t see creative value in generating more options. I see it in knowing which one deserves commitment.
I’ve spent my career turning complexity into clear creative direction.
I’m drawn to briefs where the answer isn’t obvious — where the value lies in finding the central idea early, making the right choices and giving the work a clear direction.
In recent years, generative AI has become an active part of that practice. I use different models across research, exploration, challenge and execution – expanding what can be explored while keeping judgment, direction and final decisions human.
AI has changed how I work. It hasn’t changed what I’m responsible for.
philosophy
How I think.
Find the tension before the line
The strongest creative work rarely starts with wording. It starts by finding the real problem, the underlying tension and the idea worth building around.
Direction before execution
A strong idea needs a clear choice behind it. I’d rather narrow the field early than polish five directions that should never have survived.
Pressure-test before commitment
Good ideas should survive resistance before they become expensive. I use critique, counterarguments and AI to expose weak assumptions, sharpen the thinking and test whether a direction deserves to move forward.