I probably have 97 tabs open as we speak.
The short version
I'm a designer at heart. Over twenty-five years in, I'm still deep in the work. I've led award-winning accounts across cities and time zones, often steering the creative for multiple agencies at once. I'm a veteran of big budgets, tight timelines, and the high-pressure rooms where decisions get made.
After this long in the game, you learn nostalgia is a trap. Getting sharper is the only way forward. You figure out how to find the real idea in the noise, when to fight for it, and when to let it breathe.
I still obsess over things others wouldn’t even notice. The craft hasn't changed. The tools have. AI is simply the newest one, and applying it to the work has been one of the most energizing chapters of my career.
“You're the only person I've ever told to care 20% less.”
Ron Smrczek - ECD
Awards & Recognitions
My process still starts the same way. Strategy. Idea. Story. That hasn't changed. What has changed is the infrastructure around it. I build in layers now. I explore narrative branches in parallel. I prototype visual directions before production starts. I map campaign systems before a single asset is finalized. Entire executions get tested at near-final quality in days instead of weeks.
The system is complex. That's the point. Every thread represents a decision explored before anyone else sees the first draft. It lets me move quickly without cutting corners, explore widely without losing the thread, and get to the right answer faster.
Just some of the brands that have kept me busy
