*Good is a choice we make.

Creative Direction and Copywriting in the era of AI are in a precarious, dangerous place.

Precarious for me, because with a half-decent prompt, you and your LLM of choice can churn out half-decent copy in seconds.

Dangerous for you and your brand because, well, you and your LLM of choice can churn out half-decent copy in seconds.

Half-decent.
Not bad. 
Not good, either.

Is that what breaks through the endless, atomized algorithms in everyone's pockets?

Nope.

Good writing is thinking. It's strategy. It's emotion. Last I checked, Advertising, Creativity, even Big Tech™ are built on connecting with, and selling to, humans.

That's where I, a human, come in. For 15+ years, I've made a career out of writing, thinking, and evolving as the tools, the industry, and creativity itself evolve. I stay close to the work, and I make the systems, teams, and capabilities that outlast me.

At Huge, I was the first full-time writer in the door and helped grow the agency from about a dozen people to over a hundred. At Haus Los Angeles, I built the first copy department and turned a dev and production shop into an award-winning integrated powerhouse. At Amazon, I started a brand lab that cut agency spend in half and lifted conversion 30%. 

Most recently, I advised SVPs at Amazon on AI strategy. So I know what AI can do. As a writer and fellow human, I've also learned what it CAN'T do.

There are lots of half-decent reasons to use AI. But you'll most likely make something half-decent with it.

Me? I'll keep making good stuff.
If that sounds good to you, I'd love to chat.