Why culture? Because culture shapes people and people drive business.
Culture
WORK ˅
strategy
My approach does not fit neatly in any box because it is human-focused. As with humans, most of the work I am called to do is complex and sometimes messy. When I partner with brands and creatives, there are always obvious things that we could do. But pushing past the obvious to get to the most essential is what I do. The push isn't about being trendy or controversial. It's about making deeper connective threads - because that's where the magic happens.
I specialize in uncovering human truths about underestimated audiences.
Nutrafol: Keep Growing
Brooklyn Nets: From Brooklyn With Love
University of Rochester: For All By All
American Express: Founders of Change
Ethnography
Our stories matter. How they’re told matters more.
Too often, brands miss the mark— reducing culture into clichés that overlook the depth of the communities they want to reach. Ethnography allows me to learn from the lived experiences of humanity. To challenge assumptions and bring nuance, care, and empathy to the storytelling process.
Ethnographic research provides a layer of consumer insight that brands can't afford to ignore.
Nike: Hair Dynamics In Sport
Mellon Foundation: Building Equity In Art
New York Lottery: New Yorkers Through Six Lens
Creatives Rebuild New York: THS Presents Branching Out
speaker
I talk a lot about culture — because culture shapes people, and people drive business. But for me, culture isn’t just a buzzword or a trend to analyze. It’s the lens I use to understand how we live, connect, and create meaning. I help brands and businesses see culture not as DEI or a campaign add-on, but as the strategic core of everything they do.
Whether I’m speaking to executive teams, creatives, or a classroom of next-generation marketers - I help audiences rethink how they approach innovation, storytelling, and impact through a cultural lens.
Reach out to see if I would be a good fit.
Please note that I am fully booked through spring and am now accepting invitations for Summer/Fall 2025.
history
I grew up reading Shakespeare and Toni Morrison. Opera at Lincoln Center on Saturdays, and six-hour Baptist church services on Sundays. My perspective is shaped by many influences, driven by a deep curiosity about where human experiences intersect.
Reach me
While my primary focus is commercial advertising, my expertise has been applied to a range of creative projects and my skill set is always evolving.