For a creative, my approach is very practical: grounded in an understanding of the content production vertical, I strive to design scalable + sustainable systems for brands and agencies.

More than ever, the nature of high-level content production is ripe for disruption.

Projects are time-consuming and expensive to develop and execute, and long-term asset management and administration can feel tedious. To rephrase Kurt Vonnegut, "a major flaw in content production is that everyone wants to shoot and no one wants to do maintenance."

I've spent enough time in the industry to work for and with brands and agencies, artists and their agents, producers and procurement. Over the years I've found that at every level of content production there are always new opportunities for innovation and efficiency; these are the things I strive to find and implement.​​​​​​​