Creative leader and copywriter.
Creative. Process. Problems.
I work on all three.
Helping “what we asked for” survive the trip to “what we made.”
- I led art directors and copywriters, including performance reviews and development plans.
- I wrote for three audiences from the same technical material — plant managers, category buyers and consumers.
- I cleared claims under USDA, FDA and federal advertising rules, through legal review before anything ran.
- I manage outside agencies and production partners against brand and compliance standards.
A corporate identity for people who didn’t want one.
Nearly a dozen brands and no idea what to call itself. The brands weren’t broken — Tyson Fresh Meats had no identity holding them together. The one I wrote ran for six years.
Click here2 minute read
You can’t say that.
Acquisition creative for a regulated insurance brand. Nothing goes out until legal and compliance sign off. Most people assume that kills the creative process. It doesn’t.
Click here2 minute read
Two years of trying to say everything.
The draft I inherited ran six pages under four competing section headers, with a dozen people in the margins. Every review cycle added. No review cycle subtracted.
Click here2 minute read
The easy things easier. The hard things harder.
Twenty years sat across a Google Drive, an iCloud account, three Time Machine backups of machines I no longer own, and a public tobacco-industry archive at UCSF. Finding the files was not the hard part. Every tool I wrote lied to me by succeeding.
Click here4 minute read
Everything else →
If you want to see how I work with AI, use it. I built this one. Here’s how, and what I broke along the way.
Starter questions The ones hiring managers actually ask. Tap one, or write your own.
Beta. This is AI and it can get things wrong — check anything that matters. To take it further, email him.