Process
Every engagement startswith the same question.
It’s never about what should we make, it’s always about what we’re actually trying to accomplish. Too often, brands jump straight to deliverables before they’ve defined the opportunity. They want a commercial when they need clarity. A new website before they’ve found their voice. More content when the real challenge is consistency. The strongest work starts earlier, before the brief, before the timeline, before anyone has decided what success looks like.
Fractional Creative Direction
Most brands don’t need another agency. They need an experienced creative partner embedded inside the business. As a Fractional Creative Director, I work alongside founders, executives, and marketing/creative teams to shape both the work and the thinking behind it. That might mean brand positioning, campaign development, commercial direction, strategy, production oversight, mentoring internal teams, or helping leadership make better creative decisions. The goal isn’t to become another department, it’s to become a trusted partner.
When It Makes Sense
- When you’re growing but aren’t ready for a full-time creative executive.
- When the founder is still carrying too much of the creative direction.
- When marketing, agencies, and production partners need one creative POV.
- When you’re launching something important and need experienced leadership around it.
Project Direction
Not every opportunity requires a long-term partnership. Sometimes a brand needs experienced creative leadership for a specific moment. A product launch. An anniversary campaign. A commercial. A publication. A collector experience. I help define the creative direction, assemble the right team, and guide the work from concept through execution. The deliverables change, the thinking behind them shouldn’t.
Need something more focused? A few limited-scope engagements address one defined decision or challenge. Explore Focused Advisory.
Who I Partner With
Different industries, very similar conversations. Everyone is trying to build something that matters. Most of my work falls into four categories:
Founders building companies from the ground up.
Brands looking for embedded creative leadership.
Artists, labels, and entertainment companies developing campaigns, publishing projects, and long-term creative initiatives.
Agencies seeking experienced leadership for complex productions.
Engagement models
Fractional
An ongoing partnership integrated directly into your business.
- Embedded creative leadership.
- Brand positioning.
- Campaign development.
- Team leadership.
- Creative operations.
Engagements
Creative direction for a defined initiative, from concept through delivery.
- Brand launches.
- Anniversary campaigns.
- Commercial productions.
- Publishing and collector projects.
- Product experiences.
The Starting Point
I’ve never believed the creative process starts by making something. It starts by understanding the opportunity, the audience, and the people you’re building it for. Sometimes that’s a campaign, sometimes it’s a commercial and sometimes it’s realizing the original question wasn’t the right one. That’s why I’ve never defined my career by a medium. The tools change, the questions get better and the practice always continues.