I came to creative through code.
I started in computer science, then moved toward the part of the work people actually experience, first through design, then marketing. The systems habit stayed with me, now pointed at brand, content, products, and campaigns.
The path
Where it started
I learned to code from my dad before I learned to design anything. Tech camps, small programs, and the habit of taking something apart to see why it worked. That part never left.
Engineer
I studied computer science at NYU. Before any design or marketing, I learned to think in systems: how the parts connect, and where they break.
Design
Leading the volunteer marketing and design team at SR Love and Care is where it clicked that I cared more about the people the work was for than the code behind it. I grew that team from 5 to over 15, founded a 5 person design team inside it, and handed the function off still running.
Production
Pipeline Medical, Agency FiveEighty, and Richard Attias and Associates, back to back. A brand and a B2B marketplace from zero, broadcast motion for agency campaigns, then high volume production for a global forum. Three different definitions of finished, learned the hard way.
Marketing at scale
DealNews, then The Forest Road Company, then SPORTIME. Design pulled me into marketing, because work that looks right still has to perform. By SPORTIME I owned marketing across 13+ clubs and 25+ social accounts, and the reporting loop that decided what got made next.
Independent practice
SPORTIME proved the scale side, and it had also pulled far into operations and reporting. So I reset toward the making: an independent creative systems practice, rebuilt around AI-assisted production, plus self-initiated systems like The Ninth, Level, WISP, and this site to push the idea further.
How I work
One system, end to end
I connect the creative to the marketing that makes it perform, and hold the whole arc so nothing gets lost in handoff.
Built, not briefed
I react to built things, working prototypes and real output, not decks describing them.
Accountable to what it does
Creative has to answer to a result. I keep the work tied to performance, not just polish.
Capabilities & workflow
AI-forward across the workflow. I use AI across research, production, and iteration, to move faster and cover more of the system. It speeds the work; it does not do the thinking.
In practice that means research and positioning routes, concept development, copy iteration, UI systems, motion, and quality control. It widens how many directions I can test before committing to one, and it takes the mechanical passes off the critical path. The parts that used to eat a week now cost an afternoon, so the week goes into the decisions instead.
What it does not do is pick the direction, or know when something is nearly right. Taste and judgment are still the whole job, and the last stretch is still hand work. This site is the working example: every claim on it is checked against a source by a script that fails the build if the wording drifts.
Working with me
Where the work goes best
A clear strategic problem, a defined audience, and enough trust to build the system rather than decorate it. I am most useful close to the making, not two handoffs away from it.
How feedback lands best
Direct and specific, tied to the goal. Tell me what is not working and why. I would rather hear it in the first round than polish the wrong idea to a finish.
What I look for
Teams that treat creative as part of the performance story rather than decoration applied at the end, and social as a system rather than a posting schedule.
Influences
The reference points behind the taste. Not a mood board, a set of standards I measure work against.
Deep brand ecosystems and esports structure, built so a world holds together across products and years rather than one campaign.
Restrained design and performance logic. Heritage carried forward without being stuck in it, which is the harder half.
Product clarity and interface discipline. System level taste, held consistently long enough to become the recognizable thing.
Campaign rhythm and sports culture, and confidence treated as a brand asset rather than a tone of voice.
Engineering, precision, and spectacle in the same object. A system where the performance is the story.
Open to creative or marketing roles