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In 1967 Marshall McLuhan said "Societies have always been shaped more by the nature of the media by which men communicate than by the content of the communication." He was declaring the effects of media on the audience receiving the messaging. Almost 50 years later the amount of things that can be considered a med… Read More
In 1967 Marshall McLuhan said "Societies have always been shaped more by the nature of the media by which men communicate than by the content of the communication." He was declaring the effects of media on the audience receiving the messaging. Almost 50 years later the amount of things that can be considered a medium have increased exponentially but the work still holds true. Like McLuhan said,

However, stunts, native ads, and utilities are not big ideas in of themselves. Creative concepting not only determines how a brand speaks, looks, and feels, but also where and by what means it communicates. There is no secret to great advertising except to presuppose nothing. If you already purchased media, signed vendors, developed partnerships, or hired influencers before you have a creative platform, then chances are you have already killed the best possible creative idea.

Concept comes first and every subsequent decision should be informed by the big idea. Otherwise, is it even really that big? Read Less
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Graduating in 2008 during the "crash"​ made me scrappy and passionate. With something to prove, I tried every type of work I could but no matter how good I got at any one thing, it was my thought process that made that work great. For an ad creative, it was not a typical path but during that time I realized I cou… Read More
Graduating in 2008 during the "crash"​ made me scrappy and passionate. With something to prove, I tried every type of work I could but no matter how good I got at any one thing, it was my thought process that made that work great. For an ad creative, it was not a typical path but during that time I realized I could learn anything for the sake of a great idea.

In concept, nothing starts out fully formed - a few words will do no idea full justice so my process leaves a lot of room for collaboration and feedback. It is important for me to put my work in front of people to stay objective. Though not all suggestions can become expectations, I keep projects flexible until the final stages and make late nights count.

In 2015, messaging is the last thing an advertiser needs to address. Campaigns used to thrive on frequency and huge media buys but now the consumer responds with distaste and cynicism. Engaging tactics targeted at niche communities is the fastest path toward brand differentiation. Broad brand campaigns have become secondary to content, interaction, and utility. Read Less
The Information age has given way to the saturation age. Today you can find an artistic metaphor to represent any perspective or a cliche to justify any action. In reaction to this overexposure, our culture has endured a plunge into cynicism and the relevancy of any disagreeable position is denied without consider… Read More
The Information age has given way to the saturation age. Today you can find an artistic metaphor to represent any perspective or a cliche to justify any action. In reaction to this overexposure, our culture has endured a plunge into cynicism and the relevancy of any disagreeable position is denied without consideration. Communications that appeal to the masses crack jokes and the Jester archetype rules the collective consciousness. I want to contribute to an propel a shifting paradigm that values, education, understanding, and progress above all.
The age of the Sage. Read Less
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