CONTRACT CONSULTING
That's what I do. I don’t just make things look good—I make them mean something. Tone of Voice? Locked. Style Guides? Nailed. Strategic Briefs? Built to move teams, not just check boxes. And I’ve got a few core principles I swear by. They’ve powered 360 campaigns for brands you’ve definitely heard of. Take a look.
Core principles
Voice
I believe people don’t speak in paragraphs. They don’t use long sentences. They don’t like long words. They speak in phrases. And do it quickly. Mimic this. So, start sentences with conjunctions (and/but). Use contractions. Be pithy. Staccato. Write like real people talk. Well, maybe how they wish they talked. I believe people aren’t stupid. Don’t talk down to them. There are times when you need to educate.
But do this like friend, not a professor.
But do this like friend, not a professor.
Because people read things that interest them. What’s in it for me? Why should I care? Start here.
I believe that the word you is special. “You’re in good hands with Allstate.” “What’s in your wallet?”
Write for a real person—no, write to a real person. Copy is a conversation. Nothing makes me pay attention like when you say my name. I believe words matter. It’s how people meet a brand.
Get to know a brand. And fall in love with a brand.
Get to know a brand. And fall in love with a brand.
PHOTO
Photo
Be Candid. Not Posed.
Live at the center of life, not the center of the frame.
Live at the center of life, not the center of the frame.
Be Put Together. Not Perfect.
Our customers’ homes look lived in—not like a catalog.
Our customers’ homes look lived in—not like a catalog.
Be Spontaneous. Not Staged.
Capture the moments between life’s plans.
Capture the moments between life’s plans.
Be Within Reach. Not Out of Touch.
Help customers see themselves in our work.
Help customers see themselves in our work.
Key Attributes
Authentic
Capture the grit, imperfection, and texture of the scene. Each image should feel like a moment from a larger story, with candid shots, natural movement, and unposed expressions. Subjects never make eye contact with the camera. Avoid perfect sunny days, clutter-free kitchens, and brand-new clothes.
Capture the grit, imperfection, and texture of the scene. Each image should feel like a moment from a larger story, with candid shots, natural movement, and unposed expressions. Subjects never make eye contact with the camera. Avoid perfect sunny days, clutter-free kitchens, and brand-new clothes.
Diverse
Show variety—time of day, weather, and lighting. Celebrate the individuals who make up our inclusive community by showing them in their element.
Show variety—time of day, weather, and lighting. Celebrate the individuals who make up our inclusive community by showing them in their element.
Unexpected
Look for fresh perspectives that focus more on people than products. Use unconventional points of view, crops, and angles. We don’t need to see the whole scene—but we do want to capture the customer’s experience and lifestyle.
Look for fresh perspectives that focus more on people than products. Use unconventional points of view, crops, and angles. We don’t need to see the whole scene—but we do want to capture the customer’s experience and lifestyle.
Epic
Every photo should draw your eye to something meaningful—whether it’s a sweeping landscape or a quiet human moment. It’s about capturing a fresh perspective and telling an unexpected story.
Every photo should draw your eye to something meaningful—whether it’s a sweeping landscape or a quiet human moment. It’s about capturing a fresh perspective and telling an unexpected story.
Let's chat. Send me an email to get this conversation going.