“Life is Only Once + Money”

A few years ago, a billboard outside my hotel room in Tokyo caught my eye. The message was poetic and slightly cryptic. I’m still not sure what it meant, but I remember exactly how it made me feel.

That idea has stayed with me.

I've never been particularly interested in communication that explains everything. I'm more interested in the things people carry with them afterwards.

Over the past twenty years I've worked across advertising, design, PR, music and culture. The common thread has never really been marketing. It's been people. Communities. Obsessions. The things we gather around and care about, sometimes irrationally. That's where the best ideas tend to come from.

Lately I've become increasingly curious about how technology and AI can expand the creative process. Not as a replacement for craft or human insight, but as another way to explore ideas and tell stories. Whatever the medium, my job has always felt pretty simple: Start with something true and turn it into something people care about.