I’ve spent the past 20 years making work for everything from diapers, cleaning products and alcohol to banks, food, and cold medicine.

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Along the way I’ve:

— Directed a professional owl. Yes it had a résumé longer than mine.

— Debated the exact level of “caked-on food” needed for a believable product demo.

— Helped manage 30 babies on set. More than once.

— Made an ad rejected by Cosmopolitan for being “a bit too much.” A personal milestone.

— Sat through focus groups in a windowless building that used to be a Mexican restaurant.

— Worked simultaneously on baby diapers and incontinence underwear, which share more strategy than you’d think.

— Helped lead a 10-shoot remote production during COVID: I was in New Jersey, the clients were in Ohio, the director was in LA, and production was in Prague. I still don’t know who was awake when.

— Went surfing for the first time in Hawaii with my head client. My sort of team building.

 

Somewhere between diapers, owls, and remote shoots across time zones, I learned how to make ideas work in the real world.