Brand taste, performance discipline.
I build creative systems that scale what works.
01 · Who I am
Creative direction across the full stack.
I run creative as a full stack: design, content strategy, performance, and social. I've built brands from launch to scaled. The standard isn't whether the work is beautiful. It's whether it moves the number.
Proof
- At Momentous, art director across brand and performance on one of the fastest-growing supplement brands in the US (Inc. 5000, three consecutive years). Held brand consistency while running a mid-six-figure monthly paid program across 32 of 32 NFL teams.
- Leading performance creative for Aera. Built and operate an AI production pipeline that takes brand assets and generates on-brand product shots weekly. Five-person cross-functional team.
- Stood up Creator/Course from zero to over $1M in revenue in year one. Built and operated the full model: talent sourcing, scripting, production, pricing, launch, and paid creative. Creator partners include Alex Strohl, Mango Street, Colin & Samir, and Sam Elkins.
Earlier
Led product and dashboard design at Ace Metrix, acquired by iSpot.tv in 2021 ($1B+ adtech, NBCUniversal's preferred measurement currency). Co-founded a streaming app that reached number one in the US App Store in 2011. Former art director at Matador Network with global campaign experience.
How I work
Define the win condition. Design backward from it. Beauty is required. Usefulness is non-negotiable.
Trusted by
02 · Selected work
Selected work
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03 · How I work
A multiplier, not a replacement for taste.
AI handles variations and pattern-finding. The system I own is the one that keeps judgment in the loop, which concepts get multiplied, which get kill-tested after a week, which get shelved. The creative work stays human.
In practice
Reduced iteration cycles from 6 weeks to 3. Scaled variant testing from 2 creatives per week to 12+. Built an AI workflow that consolidated three production pipelines into one upstream shoot model, tripling content volume. The ROAS held through the volume spike, which proved the model didn't break the brand.
Where it fits
I'm skeptical of AI for original ideation, but it's unmatched for execution velocity. Every output gets tested against live performance data. AI handles the mechanical work. People own the hard decisions.