ART
LESS FEAR MORE LOVE
I believe creativity comes from love and lives in all of us. But when an idea is truly new, it can feel a little scary. No one has tried it before, and there’s no proof of how people will respond. That’s where the magic begins. My job is to explore those ideas with care, find the right way to bring them to life, and show how they can help a brand grow and solve real challenges.
BELIEFS
NEW IS
THE POINT
For me, nothing is more powerful than an idea that feels new. AI has become an essential part of how I work. It helps simplify the process, uncover information, connect dots and open doors worth exploring. But the most interesting ideas still live somewhere more human. They come from understanding a brand deeply: its culture, contradictions, challenges, truths and the people behind it. When AI helps clear away the noise, it gives us more time for those conversations and discoveries to happen. That is where I believe original thinking begins. Not by asking AI to invent what a brand should be, but by using it to uncover what is uniquely there, then turning that into something nobody has seen before.
BE A GOOD
HUMAN BEING
We shape the culture we work in, and for me, being a good human being is still the best place to start. Respect is easy when everyone agrees. It matters more when we don’t. The best teams make room for different perspectives, honest conversations and even a little tension without turning disagreement into conflict. Otherwise, we create cultures where people simply agree, play it safe and eventually stop bringing something new to the table. Handled with openness and respect, disagreement can lead somewhere unexpected. It can challenge assumptions, strengthen ideas and turn tension into creative energy. I believe positivity, curiosity and being genuinely open to people who see things differently creates better relationships, better cultures and, ultimately, better ideas.
FAST, SIMPLE
AND CLEAN
I’ve learned that great work happens more easily when the process around it is simple, focused and clear. The goal is not to add more structure, but to remove the things that get in the way of good thinking. A big part of what I enjoy is helping create those conditions. Bringing different disciplines together, getting everyone aligned around the real intention, and making sure the process supports the work instead of slowing it down. After 25+ years, one lesson keeps coming back: the hardest part of producing great work is often not the work itself. It is clearing away the noise, the extra layers and the unnecessary complications so people can focus their energy where it actually matters.
WORK
THE ART OF GOOD
A PRO-BONO AD AGENCY CREATED DURING THE PANDEMIC
Inspired by a friend's LinkedIn post, in the beginning of the pandemic I saw the opportunity to donate my time and help small businesses, gratis. A week later I invited a couple friends to join me and we started The Art Of Good. We quickly embraced the mission of helping small businesses survive the Covid 19 crisis and in a little more than a year grew to a group of 600+ individuals around the globe, we were able to help more than 40 small businesses all over the US with all types of ad services, from strategy, social posts to videos and full campaigns, all free of charge.
Since then, we’ve been exploring how AI can make the creative process faster, clearer and more human for small, medium and large brands. That work led us to SignalReady: a system designed to help brands protect what makes them distinctive as they scale with AI.
EXPERIENCE
