Creative Director has come to mean a lot of different things these days.

For 25 years at Agency689, Creative Director meant

Strategy, Concepts, and Copy.

I wrote the pitch for every account. Led the pitch for every account. Developed strategies for sales, awareness, and growth for more than sixty clients. Built the creative briefs. Shaped the brand voice. Wrote the copy decks. Guided the creative direction. Led the account strategy from first conversation to final presentation.

I also had an amazing creative partner who was deeply involved in our concepts and led our design work. In most cases, I did not push the pixels. I directed the thinking behind them.

That also meant casting talent, directing photo shoots, shaping visual concepts, reviewing countless design iterations, and occasionally picking up a camera myself. I even appear in one of the ads. There was a helmet involved, which tells you everything you need to know about my modeling career.

That meant working with owners, boards of directors, titans of industry, department heads, entrepreneurs, and startup founders. Leading teams. Managing hiring. Selling the ideas. Making sure every brand had a clear story, a strong position, and a reason to exist.

To me, copy and brand have always gone hand in hand.

Below is a portfolio of work I was Creative Director on, and some gummy bears. ↓