About
“Everything starts with a story.” — Joseph Campbell.
How I Work
There’s an adage in screenwriting that says that if there’s a problem in act three, it started in act one.
For me, narrative is how meaning is carried through an experience over time. When a narrative isn’t clearly defined, things begin to drift. Decisions take longer. Work becomes inconsistent. The original idea loses strength as “vibes” take over, which only gets you so far.
I focus on the narrative foundation, defining what something is, what it’s trying to say, how it should come across, and, most importantly to me, why it exists. From there, I make sure everything stays coherent as it moves through different formats, teams, and touchpoints, so teams aren’t left trying to fix act three problems that started in act one.
Storytelling in Practice
I’ve applied this approach across product launches, campaigns, and portfolio-level work at Centryn Group, with a focus on elevating and standardizing messaging for multiple brands simultaneously. My work includes defining product narratives, shaping campaign direction, and supporting content and marketing efforts to ensure everything is clear, purposeful, and aligned with its intended message.
What I’m Moving Toward
I’m interested in work that focuses on story-driven experiences—where character, structure, and experience are developed together, and where equal thought is given to how something unfolds over time and how people engage as it unfolds. In the end, the way something is experienced is what people remember most. So, you know, jot that down.
What I’m Moving Toward
I’m interested in work that focuses on story-driven experiences—where character, structure, and experience are developed together, and where equal thought is given to how something unfolds over time and how people engage as it unfolds. In the end, the way something is experienced is what people remember most. So, you know, jot that down.
I’ve always been drawn to stories that move and change how people see the world around them. They stay with you, long after you’ve finished them, always itching at the back of your mind.
That’s the kind of work I care about creating.
I started in editorial and copywriting, focusing on writing that resonates and sticks with audiences. Over time, though, I noticed strong ideas were consistently falling apart as they moved along from concept to execution.
Not because they were god-awful, but because they didn’t have a clear voice.
That disconnect pulled me deeper into shaping ideas, understanding what they’re really saying, and making sure they carry through from start to finish.
What I Work On
That all sounds nice. But what is it, you may ask, that I actually DO?
Essentially, I design narratives for brands, products, campaigns, and story-driven work.
That can include shaping product stories, building campaign direction, or crafting narratives that translate ideas into something people can understand and connect with.
My goal is always the same across each project: provide clarity, meaning, consistency, and a human voice across any experience.