Most companies don't have a creativity problem.
They have a clarity, alignment, and momentum problem.

Smart people. Good ideas. Big goals.
But too many inputs, too many opinions, and not enough shared direction.

So teams work hard, but not always on the right things. And not always in the same direction.

That's usually where I can help.

I'm a creative director and writer who helps companies figure out what they're really trying to say and do, get the right people aligned around it, and make work that actually works.

Sometimes it’s a brand platform, a campaign, a strategy no one can agree on, a much-needed product, a broken process, or a team that feels like it's swimming in jeans.

I tend to see problems the way an operator does, not just a creative. I've had to build the teams, sell the work, ship the products, and be responsible for the results.

I've been inside storied agencies, founded and sold my own, worked directly alongside founders and CMOs, and built products and tools from scratch. That range means I'm not just thinking about what's interesting. I'm thinking about what's actually going to move the business.

I've worked with and led brands like ESPN, Logitech, Amazon, Mars, Comcast, Frito-Lay, Clorox, the NBA, and Ubisoft. I'm a hands-on leader who stays in the work. Shaping ideas, writing, mentoring teams, and making sure the thinking shows up clearly in what gets made.

The best moments of my career have always been team sports. I do my best work alongside strong strategists, creatives, and operators who want to solve real problems together. People who take the work seriously but don’t take themselves too seriously.
I've been on both kinds of teams. One is significantly more fruitful and fun.

I use AI throughout the process (research, insights, concepting, prototyping, production) and have launched multiple successful campaigns that way. Speed matters. But judgment and taste matter most. My role is to make sure modern tools serve the strategy and the craft, not replace the thinking. Otherwise, you just get slop at scale.

Before all of that, I was fired as a parking lot attendant. I still maintain it wasn't entirely my fault, but I've decided to move on.

If you're building something interesting, I'd love to chat.

Let's talk
Let's talk
Download CV
Download CV

  • "Craig is a strategy ninja and his creative is on point. And he’s a great partner to drive the business forward. I’ve worked with him at two companies and his ability to adapt to different styles and environments is rare."

    —Lauren Miller, The Clorox Company

  • "I’ve collaborated with creatives for more than 20 years, and Craig’s work is some of the best I’ve experienced. He helped power the most successful product launch in our company’s history."

    — Todd Smith, Cafe Rio

  • "Craig not only crafts powerful creative, he also builds the systems and alignment to teams needed to get the entire company singing the same song."

    —Vasken Guiragossian, VP of Brand / 8x8

  • "Craig brings people into the creative process. He understands different points of view and turns that collective input into ideas that move the organization forward."

    —Tim Belonax, Pinterest