My work starts the way a three year old walks into a room — pretending to know nothing, because there's usually more to learn about someone's world than there is to teach them about yours. Before a note is written or a direction is chosen, I need to know who this is for, why it matters to them, whether they feel something strong enough about it, and whether that feeling is enough to move them to act.
That last question is the only one that matters commercially. Feelings drive decisions, not logic. The more intense the feeling, the deeper the impulse — the difference between someone acting and someone staying still. That mechanism is the same behind great art, great advertising, and any communication that actually lands rather than just holds attention.
My work is to ask the right questions so that what gets made is generative of individual action.
