Insights

Notes on creative direction, culture & craft.

Occasional writing on the ideas, campaigns and cultural moments worth paying attention to - from the point of view of someone directing this work for a living.

A couple on top of an Empire State Building antenna tower, dressed in black with masks, holding onto the structure at sunrise over the New York skyline.

Creative Direction / Advertising

Reactive Marketing Doesn't Need a Bigger Idea. It Needs a Faster System.

On the Empire State Building stunt, and why brands and agencies need systems built for speed, not bigger ideas.

A model on a sandy Paris runway wearing a Louis Vuitton monogram wetsuit and cap, holding a road bike, with a camera operator visible in the background.

Creative Direction / Culture

What Pharrell's Louis Vuitton Show Gets Right About Creative Direction

How Pharrell Williams brought surf culture into Louis Vuitton - and why the strongest creative direction connects worlds without forcing them together.