About: 20 years - 4 continents
I've spent the last 18 months going deep on AI. I’ve since applied it to things and experimented a little. I like that it pushes me to think bigger. Which means I build teams whose craft and conceptual ability are amplified — not replaced.
I can apply editorial judgment and design how AI behaves in the world. Not the models. The layer above: voice, personality, character, ethical boundaries. The decisions that determine whether a person trusts a brand — or closes the tab in thirty seconds.
Twenty years at Wieden+Kennedy, JWT, and Host/Havas Sydney, across four continents, on Nike, IKEA, Air New Zealand and Google, taught me how people in different cultures respond to language, tone, authority, and silence. That's the skillset AI products are missing — someone who can design an AI's character for a specific human audience and hold the line on it.
Most recently, I designed HELPER — a voice companion for aging parents and the adult child who coordinates their care. Full PRD, AI personality architecture, editorial judgment framework, 16 validation interviews. The product's core metric isn't engagement. It's relief.
Before that, I spent two years building Need/Done — an iOS app that gave dual-income urban parents the village the US childcare system forgot to provide. Designed it, funded it, piloted it in Carroll Gardens, Brooklyn. The whole journey was documented across four podcast episodes of WNYC's Note to Self with Manoush Zomorodi. We ran out of runway. The idea kept going.
Sundance. Cannes Lions. Spikes Asia Grand Prix. Wieden. Google Creative Lab. Founded CVLRY. Four languages.
Ask me for the PRD.
I've spent the last 18 months going deep on AI. I’ve since applied it to things and experimented a little. I like that it pushes me to think bigger. Which means I build teams whose craft and conceptual ability are amplified — not replaced.
I can apply editorial judgment and design how AI behaves in the world. Not the models. The layer above: voice, personality, character, ethical boundaries. The decisions that determine whether a person trusts a brand — or closes the tab in thirty seconds.
Twenty years at Wieden+Kennedy, JWT, and Host/Havas Sydney, across four continents, on Nike, IKEA, Air New Zealand and Google, taught me how people in different cultures respond to language, tone, authority, and silence. That's the skillset AI products are missing — someone who can design an AI's character for a specific human audience and hold the line on it.
Most recently, I designed HELPER — a voice companion for aging parents and the adult child who coordinates their care. Full PRD, AI personality architecture, editorial judgment framework, 16 validation interviews. The product's core metric isn't engagement. It's relief.
Before that, I spent two years building Need/Done — an iOS app that gave dual-income urban parents the village the US childcare system forgot to provide. Designed it, funded it, piloted it in Carroll Gardens, Brooklyn. The whole journey was documented across four podcast episodes of WNYC's Note to Self with Manoush Zomorodi. We ran out of runway. The idea kept going.
Sundance. Cannes Lions. Spikes Asia Grand Prix. Wieden. Google Creative Lab. Founded CVLRY. Four languages.
Ask me for the PRD.