How I do things
I’ve learned these lessons the hard way, and I rely on them all the time. Let’s hear it for life.
Care about your audience
I try to shut out the noise and get to the human truth at the heart of the brief, then use that truth as a touchstone through a project. Communication is all about humans, and humans make decisions based on emotions.
Work with great people
I believe the best work takes a skilled team, and I see focused collaboration, kind critique and playfulness as being essential parts of the process.
Keep it simple
No matter how much complexity there is, finding a simple way to communicate the message is critical. Attention is a scarce commodity.
Don’t be boring
Not being boring is as much about how you say something as what you say. Your message needs to add to your audience’s day, so find the thing people will care about and make that very interesting.
Don’t be invisible
In a world that sounds increasingly homogenous (thanks, AI) the brands that stand out will feel truly distinctive and human, not overly polished.
I love my job. I get paid to use my imagination and think about how to make a message land or which joke will be funnier. Without labouring the point, I also know that as a white guy in communications, I’ve had advantages other people haven’t. It’s my responsibility to use my privilege to positively impact representation and visibility in culture.
When I’m not working, or getting sassed by my seven year old, you’ll find me oversharing with friends, walking the streets aimlessly or taking a nap. Feel free to get in touch, even if it’s just for a chat. I’ll talk to anybody. And if you want an opinion I’ve got 20.