Brand Leader. Builder. Artist.
The brands that will matter in five years are being restructured right now. Not repositioned. Restructured.
Brands that seek to matter are ones I have had the privilege of creating with: Cadillac. Product (RED). Showtime. Verizon. TOMS. Organizations where the stakes are real and the margin for drift is zero.
Brands that won't matter think it is a messaging problem.
It is not. It is a systems problem.
Brands that won't matter focus on optimization.
Brands that will matter know it is whole systems and experiences that generate immersive brand worlds, and then pull people inside them.
A copywriter uses words to make those worlds. An art director uses design. I use innovation in technologies, forms and behaviors to place those words and designs inside an architecture of experience that becomes a world people want to live in.
For more than two decades I have worked with forward-thinking brands and creative leaders to build those worlds. A creative practice rooted in participation and systems, exhibited at MoMA, PS1, The One Show, D&AD, and the Whitney Biennial.
But most importantly, exhibited in the culture at large. By people choosing to participate with brands to make the human experience something worth having.