Essays

Notes from the work.

On directing, building, and belief. I find the heart of things and build the story around it. These are the notes I keep along the way.

01 Directing AI Without Losing the Story AI is a camera department, not a director. What survives the tool is taste. 4 min read → 02 The Story Underneath Every brand tells two stories. Strategy is excavation, not decoration. 4 min read → 03 Why I Wrote MONDAY My mother died on a Sunday. The book is about the day after. 3 min read →