philosophy + Approach

CREATIVE PHILOSOPHY

At its core, my creative philosophy is to create work that inspires people; inspires an emotion, an action, engagement, or a shift in perspectives. For a non-profit it might be inspiring an emotional connection to their cause to drive donations, for a surgical robotics company it could be inspiring a new way to transform healthcare, and for a packaged goods company it may be inspiring a whole new way to think about healthier dinners. Regardless of the desired goal, inspiring people is at the root of achieving it.

CREATIVE approach

My unique creative approach to get there is through an interesting blend of logic and curiosity. Starting with uncovering the data, facts, market trends, target personas, and brand perceptions that will define our creative and marketing landscape. Then, guided by curiosity, I ask questions big and small, and push back on expectations, gleaning the data for insights and opportunities. This process fuels a deeper understanding of the challenges at hand and allows us to discover creative ways to tackle them, through whichever mediums will make the biggest impact. It’s this medium-agnostic approach that allows me to keep creative inspiring and keep brands relevant.