I’m the Creative Director of Extreme Reach, an advertising technology company based in New York, NY.
I’m a hands-on Creative Director who can explain and create it equally. I manage creative teams effectively but have an insatiable need to design something great daily.
I’ve been fortunate to work on a range of projects that include designing, developing, shooting, planning, managing, producing, and art directing for over 25 years on projects for Adtech, Auto, Finance, Legal, Pharmaceutical, Fashion, Tech, and Retail brands as well as several not-for-profits.
Guiding Principles
Very good is the new perfect.
Do you know how to make an omelet? No, I mean, really make an omelet. Neither do I, but it doesn’t stop me from eating great eggs.
Measure twice, design once.
Good questions are critical to any project, doesn’t matter the size. Better to scratch your head up front and save yourself the headaches on the back.
Art is only one product of creativity.
You may want design, but you also need time, budget, and project management. There are so many ways to be creative. Design is only one of them.
Do you need to learn that new thing?
Focus, focus, focus. Develop an area of concentration. Be good at what you do. Me at my best is helping you be your best. We’re better together.
Level set.
Setting goals is something every generation seems to embrace. Goals will never get old. It's not unlike; Tik Tok, Paleo, sleeping better at night, or everything web 3.0.
Play well together.
Bring every stakeholder in up front, and get everyone involved right away. Explore, dream, dig in and then lean into it. Remember, it needs to look good and work great.