The work I do is driven by creative instinct and human insight, taps into a core brand idea and cultural tension, and aims to be both memorable and useful. With a strong strategic + creative idea, and a holistic content connections planning approach, the potential for incremental brand and business impact is incredible. I have typically led "lean and mean" teams which has required me to focus on the big picture strategy, concept, and plan as much as each creative deliverable and production detail. (I quite like balancing between the two extremes.) Each project shared here is a result of the collaboration or co-creation among teammates and partners, agency and in-house. It's the strong working relationships I've been fortunate to have built with people over the years, and the success we've achieved together, which has made the work even more meaningful.