I’ve built my career between the promise and the purchase. The ad got your attention. Now the page, email, or offer has to make the next step feel obvious. The story has to continue from brand to buy.

After earning a degree in Radio-TV-Film,* I got my start writing radio commercials while my filmmaking classmates were waiting tables. Every spot had a deadline, a hook, and a call to action. Either it worked or it didn’t. Turns out that’s a pretty good way to learn that creativity only matters if it works.

That discipline has followed me ever since, through copywriting, into creative direction, and now into building AI infrastructure for teams that need to move faster without lowering the bar.

Lower-funnel work doesn’t always win awards. But it does win customers.

And that’s where I’ve done my best work.

*My college thesis screenplay was an ensemble comedy called American Standards, about a grade school teacher who thwarts highway construction and a corporate takeover by invoking a 250-year-old clerical error that technically turns her New England town into a British colony. WGA Registered (#965090). Waiting on the option call.