Casestudies.
Four beats each — the brief, the constraint, the decision, the proof. The decisions are the work; everything else is output. Campaigns first, then the sites — three built end to end, all three live.
She trusted me withher name.
Make a misunderstood financial product mainstream, in a category that had never been given a celebrity campaign.
Betty White did not lend her name to financial services. And this was before the culture caught up — before Reuters was writing about her, before the polls crowned her America’s most trusted celebrity.
Contract her early, and build the relationship rather than the transaction. For a decade she put her face, her reputation and her voice behind the work — including a national radio spot we recorded together.
A ten-year partnership, not a campaign cycle. Reuters, January 2012. The full record is in Building an Industry.
America dreamed of Jeannie.I put her to work.
A national campaign for WeBuy75.com fronted by an icon the country had known for sixty years.
Familiarity is not the same as credibility. The recognition was already there; the reason to trust the offer was not.
Wrote it, directed it, and stepped back at the moment the performance took over. Knowing when to get out of the way is the whole job.
National campaign, photographed by Mike Ruiz. The casting reasoning is set out in Casting.
Twenty-six years.Ten to one.
Take a two-person operation in a category most people had never heard of and make it a nationally recognised brand.
Twenty-six years is long enough for every shortcut to be exposed. Nothing survives that horizon except a philosophy applied without interruption.
Direct-response television, brand positioning and national media strategy, run as one continuous argument rather than a sequence of campaigns.
A 10:1 return sustained across the full tenure. Sixty-four employees built from zero. Coverage on Today, GMA, the Wall Street Journal, the New York Times and Forbes.
It was never listed.That was the strategy.
Sell a twentieth-floor Atlanta residence without listing it — a lifestyle site for a cash buyer, not a listing page.
Real estate persuades with price, square footage and a floor plan. Withholding all three is the mechanism here, so the page has to hold attention on atmosphere and evidence alone.
Build the arrival rather than the pitch. Nothing runs until the visitor presses the call button; then a twenty-floor ride, a bell, and the doors part. Lamps come on over the fixtures as you scroll. The number is released at introduction.
Live at quietaboveatl.com. Identity, copy, photography direction, score and share film built as one piece. Sold direct by the owner — no listing commission priced into the number.
Open the live site →A nonprofit budget.No excuse for looking like one.
Project Noelle serves children affected by the opioid epidemic. One site had to ask for donations, recruit volunteers and county directors, and tell a family in crisis how to get help — without any of those audiences getting in each other’s way.
Every dollar spent on the website is a dollar that does not reach a child. I work on this one as a volunteer, and the build had to carry no monthly cost.
Static HTML on a free tier — no platform licence, no subscription, nothing to renew. Get Help sits in the primary navigation ahead of Donate, because the person who needs it is not browsing.
Live at projectnoelle.com. Clothing, holiday support, peer groups and school-based prevention across three states.
Open the live site →The domain said what it did.The brand had to say why it mattered.
Move LifeExpectancyCalculator.com to a name that could carry editorial authority, not just a utility.
The old name was the traffic. Renaming means surrendering an exact-match domain that told a search engine precisely what the page did.
Demote the calculator from brand to mechanism. My Life Longer became the name; the Life Expectancy Calculator stayed on as the tool inside it — 33 factors, five actuarial sources, three minutes, no sign-up and no paywall.
Live at mylifelonger.com. Co-founded it; I run the editorial.
Open the live site →The wider archive — television commercials, print, radio, corporate video, conference and environmental design — is still on the portfolio site and is being brought across.