01 — Campaign ThinkingTension 000%

Find theTension.

The work starts in the gap between what a brief says and what the brand actually needs.

Scroll to pull the thread ↓
02 — Design thinking

To Lead with the story.

I start with people. Before I sketch a frame or provide an outline, I want to know who we're talking to and why it matters. Campaign thinking, for me, is the process of shaping identity into creative that drives action.

From there, I . I take the iterative process and build on the response. Craft comes last, and it matters, but it only lands when the thinking underneath it holds up.

Project photo 01Date Night: a smiling couple in evening wear share a laugh on a lounge sofa, lit by warm low light
Date Night · End-to-end DP & Editor
Project photo 02
Project name · Role
03 — The loop

It isn't a straight line.

Five modes I move through, usually more than once. Tap one to see the question that drives it.

EmpathizeDefineIdeatePrototypeTest
01 / 05Empathize
Then back to the start, a little smarter.
01EmpathizeListen before you design.+
The question I ask

What does this person actually feel, and what aren't they saying?

02DefineName the real problem.+
The question I ask

If we solved only one thing, what would change?

03IdeateGo wide, then cut hard.+
The question I ask

What's the version nobody else in the category would make?

04PrototypeMake it rough. Make it fast.+
The question I ask

What's the cheapest way to find out if this works?

05TestLet people break it.+
The question I ask

Where did they hesitate, and why?