// how i work - data in, winners out

01 - read the data

I grade creative from the broad macro view of the business all the way down to the granular stuff: hook rate, hold rate, click-through rate, CPAs, even the comments. (Yes, I'm the guy who reads comments for ad inspiration and to pass feedback to product teams. I'm cross-functional like that.)

02 - build the roadmap

Collating and comprehending all that data leads into a roadmap. I develop the new angles, hooks, formats, crazy ideas, and our "guaranteed winners," then iterate. Each gets mapped to different funnel stages, products, and placements across the plethora of channels that exist.

03 - creative output

I use a variety of production houses to make these assets: studios for high-quality TV ads, local talent for authentic UGC, motion designers for 3D animation, and AI for high-volume testing (angles, messaging, value props, formats).