Writer at heart.
Strategist + creative by trade.
Born and raised in NYC. Currently in charge of Strategy @ Team Epiphany.
I don't think anyone knows what's going on in our industry.
There are unstoppable hordes of data barreling towards our gates. We welcome them with open arms, but who really understands what it all means? Why do some brands fail with excellent product and analytics where others succeed on mere aesthetics? Why do some start-ups disrupt so swiftly and mercilessly when others fail so miserably with loads of VC in the bank? Why does strong creative still seem to have the ability to skew opinions and build loyalty, even when machine learning and targeting should have gotten all that out of the way a long time ago?
To me, it has a lot to do with having a vision, and understanding culture. Alongside data and technology, it's a winning combination. This being said, I have a successful track record of applying my POV to some of the world's most exciting brands. Ad Age agrees enough to let me rant over there occasionally.
Vision and culture meet frequently in my work, which includes top-level strategy, brand identity, through-the-line campaigns, experiential and influencer programs.
For example, when Absolut needed to re-ignite passion for the brand in NYC, we whipped up a campaign called Absolut Truth based on the observation that we need truth and transparency now more than ever. Plus, people think us New Yorkers are rude but we're (usually) just being honest. We featured some of the city's most iconic telling their stories, including Amanda Lepore, Michael Musto and Dipset's Jim Jones in partnership with New York Magazine. The ads were well-recieved, and sales are still climbing.
From a content perspective, when my team re-branded Hpnotiq, we included a seriously goofy video play starring the likes of Cam'ron and Yung Jake. For Foot Action, we whipped up a "Summer Hustle" series featuring Gucci Mane in a QVC-style advertorial.
Co-branding is another useful tactic, as it brings a brand's perspective to life IRL. In this space, I worked with Glenfiddich to promote its (delicious) 21 Year Old Gran Reserva Rum Cask by manufacturing a full menswear collection curated by Josh Peskowitz and featuring brands like E. Tautz and Camoshita United Arrows. Distributed at boutiques around the US, this capsule wasn't just a vanity play but actually allowed hundreds of the brand's target consumer sweet spot to trial the product on-site while they shop. It got picked up in Esquire, Robb Report, Highsnobiety and more.
I will happily write about anything, but I specialize in interview, journalism and op-ed in the realms of retail, art, fashion, luxury, spirits, hospitality and of course marketing.
Some of my favorite pieces include:
- Thoughts on the legacies of Glenn O'Brien and Pierre Bergé.
- A dissection of the genius and relevance of Hedi Slimane.
- A dive into the importance of values in brand marketing.
- The cultural significance of the appointment of Virgil Abloh at Louis Vuitton.
- An analysis of the darker implications of the cultural "sampling" methods over at Supreme, 4 years before its $1 Billion valuation.
Since you made it this far, let me tell you a little about myself. I used to want to be a marine biologist, and I always root for the misunderstood, so I started an advocacy group focused around sharks in partnership with OCEARCH. I also had an acting scholarship to college and have been immersed in the theater from a young age, so I have some pretty passionate perspectives on the arts and humanities. And yes, I somehow got a snooty industry publication to let me write about both of those topics for them.