If advertising were just about pushing people to buy your product or like your brand, it would be a lot easier. But building a strong and sustainable brand is about something deeper.
I want to make people see themselves in your brand. To feel validated. Their goals affirmed. Their needs honored. Their inside jokes suddenly on the outside. Going beyond transactions to connections. To make them feel like they own your brand the way every 14-year-old owns Harry Styles.
Algorithms can find your people, but that doesn’t automatically mean you will reach them.
Reaching people. This is my goal, day in and day out.
At times that has meant shooting an insurance company campaign with real people found on the streets of Providence.
Or getting a client’s cat-themed piano toy featured on Ellen by mailing it to her in a box using 2,500 two-cent cat stamps.
Or connecting with fathers and telling them it’s okay to have no idea what to say to their coming-of-age daughter.
Because advertising is all about connection. And people don’t just want to own products or sign up for services—they want to be a part of something.
