I initiate my process with a query session to understand: your goals, your messaging, your brand essence, your product differentiators. Then, we audition the right visual and sonic vocabulary to bring your campaign to life.

Stylistically, I tend to lean into a mix of the quirky and the unexpected, injecting elements of humor, historical references, or archival media, whenever relevant; my aim is to help you "punch-through-the-noise."

In my training as a digital marketer I have come to respect the power of A/B/C testing to find the optimal ratio between what I refer to as "the constant (those brand identity elements which we prefer to persist, unchanged) and the variant (those areas in which we can evolve, and embrace the unexpected and innovative."