About

I started my career as a simple copywriter who wrote the first-ever Jose Cuervo website, and now, over 20 years later, I’m an even simpler creative director who believes that ROI should stand for “Return on Involvement.”

I love the work. I love brands. I love strategy. I love creative. I love results. Every day, I go to the office (or log in remotely) and look for another reason to fall in love.

Over the course of my career, I have learned that the most important question I can ask is, “What is the objective?” Not, “How can this be cooler, or funnier, or more viral, or exist in the metaverse?”

Sure, great big, fun creative is exciting to produce, but great big, fun creative that yields results is the Holy Grail. That is where the magic lies.