When my daughters ask what I do for a living, I give them a different answer every time.

They're still too young to understand brands, business, or why someone would hire me to imagine what could exist before it does. One day I'll probably tell them I help organizations find the stories that make people want to belong.

Until then, it's easier to say that I make ideas real.

I've spent the last twenty-five years creating brand narratives for organizations like SpaceX, Nike, Stanford, Ben & Jerry's, Meta, and many others. The work has taken many forms—campaigns, platforms, films, identities, products—but it has always started from the same place: finding the idea worth building.

That means moving comfortably between disciplines. Strategy and craft. Writing and design. Systems thinking and intuition. Human insight and AI. I don't think creativity lives in any one of those worlds. I think it happens where they meet.