find the magic.
Directing creative isn’t just about design or copy—it’s about magic. If the work doesn’t connect with the viewer, all the craft in the world doesn’t matter. That connection takes time, trust, and iteration. I learned this firsthand while working through version 13 of a newsletter for a major IMC launch. It reminded me: no matter the format, there’s always magic to be found.
Some magic is easy to spot—like the commercial I directed above. Even on tight budgets and impossible timelines, when the idea is right, it feels effortless.
Other times, like with internal newsletters, the magic is quieter. The examples below helped sell through global initiatives that required buy-in from 183 markets. We knew no one falls in love with a filing cabinet full of PDFs—so we built storytelling into the emails themselves, romanticizing the work just enough to get hearts and hands aligned around the product.
