I spent the first part of my adult life trying to be an attorney. I learned how to quickly identify the most compelling facts out of complicated situations and to craft a story that put my client in the best possible light. I mostly learned that I didn’t want to be an attorney.
Now I work with artists and technologists to tell stories that will make people notice, make them think, and make them change. Change their behavior, or simply their perception.
Commercial storytelling is hard work. No one wants to hear from you, no one wants to watch your video, no one wants to read what you have to say. You are an intrusion. The art of creative advertising is rewarding people for their time. Giving them value that surprises them and taps into something meaningful beyond a product KSP or brand message.
Good ideas are the easy part. Some people have a natural talent for reading a room and presenting ideas that get people excited and solve problems. I feel lucky to have that talent. I’ve done this long enough to know that I’ll always have ‘good ideas.’ The more important work is inspiring and creating actionable clarity to the team bringing that idea to life. Everyone has to believe in what they are doing, and clearly understand the goals and the story so they can make all the micro-decisions throughout the process that take the work further. As a project evolves, it has to stay the course and everyone on the team has to be constantly reminded where we are going together. Being a creative director is being a coach, a therapist, and a friend in the trenches when things get tough.
My creative approach is rooted in diverse perspectives, challenges, and uncomfortable places. If we haven’t thrown away 10 ideas, we don’t have the best one yet. If we don’t bring different voices to the table, the work won’t speak to everyone. If it doesn’t feel risky, it’s not worth it. If we’re not scared about how far we’re pushing, it won’t be good enough. If we don’t surprise ourselves, it will never grab the attention of our audience who needs a reason to care.