My practice is built on a simple observation: most marketing is noise. It’s a collection of tactics, social media posts, ad campaigns, influencer collaborations, disconnected from the one thing that truly matters: the underlying cultural narrative.

After years of navigating and executing within the conventional marketing world, I saw a recurring pattern. Businesses were being sold tactics, not strategy. They were told what to do, but rarely why it mattered in the grand context of their audience's world. This approach creates temporary visibility at the cost of long-term relevance.

This led me to focus on the powerful intersection of Narrative, Culture, and Marketing.

My work isn't about chasing the next trend; it's about understanding the deep, often unseen, systems of culture to build foundational narratives that can create trends. I don't just tell stories; I analyze the structures in which stories thrive and build the platforms for them to become movements.