I believe the best creative leaders act as architects, not solo acts. I spent nearly a decade in the agency trenches at MullenLowe before realizing I wanted to build the engine, not just drive the car. I spent years as an agency co-founder, learning that great creative is only as strong as the business model supporting it.
I eventually moved in-house to co-found Copper Giants, proving that a dedicated collective could operate with the precision of a global agency while saving $3.5M annually. I once led my team at Liberty Mutual to drop emu eggs in the grocery store dairy aisle just to see if the world was still paying attention. Together, we transformed a century-old insurance giant into a household name that people actually enjoy talking about.
I partnered with Google to show small business owners that their most powerful tool was already in their pocket. For National Geographic, I led the team that built interactive companion experiences for world-class television events. I don’t only manage people–I architect creative cultures that can survive the transition of a Toast IPO and the sprint of hyper-growth.
My team partnered to create a film about picky eaters that felt more like a cultural study than a commercial. We crafted the global creative launch for a handheld device that fundamentally changed the physical rhythm of a restaurant. I’ve stood behind the team that proved AI in the kitchen isn't a futuristic concept–it’s a better way to do business. I know that chaos in a restaurant is a given, but I’ve spent the last six years leading the creative that shows how we tame it.
I believe data is useful when it makes my team braver, never safer. I oversee teams managing multi-million dollar budgets, but I still know my way around the pixels. I believe in mentorship over micro-management and psychological safety over ego.
I’m not in this for trophies, though the awards my teams have earned—including multiple Emmy nominations and several Cannes Lions—suggest we’re doing something right. I’ve been building brands for many years, and I’m still convinced the most impactful idea is the one my team is about to have.
