Good marketing starts with understanding people. What catches their attention, what makes something memorable, and what ultimately gives them a reason to act.

My career started in 2003 as a real estate photographer for a magazine in Lake Tahoe. What began as photographing homes quickly became an education in visual storytelling and how creative choices influence the way people see and experience something.

Over the years, I've become fascinated by the psychology behind advertising. Why does one image make you stop scrolling while another gets ignored? Why does a certain headline stick with you? What makes an idea feel familiar, interesting, emotional, or worth remembering? Those questions have shaped the way I look at creative work.

One ad that always comes to mind is three frogs sitting in a pond, repeating three broken syllables, completely out of rhythm, until they finally get the brand name right. Somehow, that’s enough to pull you right back to the '90s, sitting in front of a box TV. You hear those three syllables and immediately know the brand, the product, and the commercial.

I've always been drawn to advertising that becomes part of culture. Campaigns like the Budweiser Frogs and Coca-Cola Polar Bears stayed with me because they did more than promote a product. They created recognition, emotion, and memory. That's the kind of creative thinking I find most interesting.

My background spans music, journalism, photography, and marketing, but the common thread has always been curiosity about people and what makes them pay attention. I like understanding not just what we're creating, but why someone would notice it, remember it, and ultimately act on it.

That's what continues to drive my approach today: creating work that earns attention, creates a connection, and stays with people long after they've seen it.