Brand taste, performance discipline.
I make beautiful things that sell.
01 · Who I am
I build performance creative systems that scale what works.
Design-trained creative director. I turn raw shoots and brand assets into high-volume, testable creative that ships fast and moves a number. AI is in the workflow to multiply output without losing taste.
Proof
- Stood up Moment's creator-education business from zero to over $1M in revenue in year one. Produced 40+ courses end to end: talent sourcing, scripting, production, pricing, launch, and paid creative.
- At Moment and as a retained lead for DTC brands, shipped and tested hundreds of ads per week across Meta and YouTube. Owned briefs, hook maps, variation matrices, and creative reporting with the paid team.
- At Momentous, acted as art director across launches. Built transcript-driven and generative workflows that turned a single interview into 20+ assets used across paid, email, blog, and social.
Earlier
Led product and dashboard design at Ace Metrix, now part of iSpot.tv. Co-founded a streaming app that reached number one in the App Store. Former art director at Matador Network with global campaign experience.
How I work
Define the win condition. Design backward from it. Beauty is required. Usefulness is non-negotiable.
Trusted by
02 · Selected work
Selected work
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03 · How I work with AI
A multiplier, not a replacement for taste.
AI handles variations and pattern-finding. The system I own is the one that keeps judgment in the loop, which concepts get multiplied, which get kill-tested after a week, which get shelved. The creative work stays human.
In practice
Reduced iteration cycles from 6 weeks to 3. Scaled variant testing from 2 creatives per week to 12+. Built an AI workflow that consolidated three production pipelines into one upstream shoot model, tripling content volume. The ROAS held through the volume spike, which proved the model didn't break the brand.
Where it fits
I'm skeptical of AI for original ideation, but it's unmatched for execution velocity. Every output gets tested against live performance data. AI handles the mechanical work. People own the hard decisions.