I write for the real world.

When I look at a brand, I think about people. I sit beside the person the brand is trying to talk to.

I watch them walk home from work, past a billboard, and see if they look up.

And then I wonder what actually went through their mind.

borderland

There’s a borderland between logic and instinct.

Between strategy and creative.

That’s where I work.

I help shape the idea at the point where it’s still forming,

So the copy line feels like it was born from the same world.