Strategy first. Then the cut.
I work at the intersection of content strategy and performance editing — building creative for DTC and ecommerce brands that has to do a job, not just look good. Every project starts with the same question: what makes someone stop, watch, and act.
Start with the psychology, not the software.
A hook works because of curiosity gaps and pattern interrupts — not because a transition looks cool. I storyboard around attention and objection-handling first, then open the editing timeline.
Treat every piece of content as a testable hypothesis.
One edit is a guess. A batch of variants — different hooks, different pacing, different proof points — is a system. I build creative in testing matrices so brands learn something from every flight, win or lose.
Direct response and brand storytelling aren't opposites.
The best-performing creative usually tells a real story — it's just structured with intent: a hook, a tension, a resolution that happens to be a product. I build for conversion without making it feel like a sales pitch.
Speed is a competitive advantage.
Trends and algorithms move fast. Creative pipelines built for quick iteration — templated structures, reusable hook libraries, fast turnaround — beat perfect-but-late every time.
What I actually work in.
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