WORKING HEADLINE – REPLACE
I make complex technology feel like something – without making it smaller.
Hero visual – a single signature frame from a Bruce-directed film, resolving from storyboard sketch to finished shot. Needs: one strong 16:9 still (or a short silent loop).
Microsoft · 2008 – 2025
One system, twenty-five voices.
Most enterprise content is unwatchable. I built 25+ properties people actually chose to watch and listen to – one quality bar, a distinct identity for each.
- $59M
- attributed Azure Consumed Revenue
- 78%
- average completion
- 116:1
- ROI
- 2M+
- views and listens
Single-image showcase
Afternoon Cyber Tea, 100th episode.
Art direction
A shared template – type slot, mark placement, color logic – held the portfolio together while every property earned its own face.
The system
Ten covers, one system.
Copy direction
Naming is positioning. Each show got a title that promised a point of view, not a topic, and a voice that stayed expert without sliding into jargon.
Copy system – campaign amplification
I removed the friction of self-promotion: every guest and partner team got a ready-to-post kit, so the work marketed itself through their channels instead of waiting on mine.
- Social copy
- Audiograms
- Episode titles
- Descriptions
- Partner PR kits
Across mediums
The same identity traveled cover art, thumbnails, audiograms, social cutdowns, and landing pages. A brand system, not a logo.
Collaboration and scale
Executive series and on-mic coaching with Ann Johnson, Scott Hanselman, Mark Russinovich, and Sherrod DeGrippo; production across Azure, Security, AI / Copilot, M365, and Windows. Five properties ranked in the global top 3% of 3.5M podcasts.
What it proves
Art direction and copy direction across a 25+ property system, held to one bar at scale.
Commission · book jacket
Off the system, by hand.
Direction · independent and Microsoft
What the work is for.
Technology earns its keep when you can feel what it does for a person. These are the pieces where the product gets out of the way and the human stays.
Ability Eye Gaze still – a real frame from the film (Steve Gleason / eye-gaze interaction). Needs: one signature 16:9 still. #1 priority asset.
Ability Eye Gaze
with Steve Gleason · ALS accessibility
Directed, shot, and edited end-to-end in under two days. The film drove the project to the Microsoft OneWeek Hackathon Grand Prize across 2,200 teams and a Tech for Good Award.
Watch the film ↗Water for Good still – a real documentary frame from the Central African Republic. Needs: one strong 16:9 still. #2 priority asset.
Water for Good
documentary · Central African Republic
Documentary fieldwork capturing the work of bringing clean water to remote communities; the piece drove nonprofit visibility and fundraising.
Watch the film ↗
Monster Mash
short horror · 48-hour competition
Written, directed, shot, and edited under a 48-hour constraint. Best Director, screened at 12 festivals, with nominations for Best Horror Short Film, Best Screenplay, and Best Sound Design.
Watch the film ↗Copy direction
No narration doing the emotional lifting – the cut, the silence, and the subject carry it. The writing knows when to stop.
Art direction
Directed, shot, and cut for feeling first: framing, pacing, restraint. Made under real constraint, which is where the feeling came from.
Across mediums
Documentary, accessibility film, and narrative horror – one eye, three registers.
What it proves
Emotional range and hands-on craft – a maker who can carry a piece from concept to final cut, alone.
Artwell · 2025 – present
Where your voice becomes your story.
An AI-native story engine with one rule: the person keeps authorship. AI does the lifting between the conversation and the finished piece – it never takes the pen.
AI should amplify human creativity, not replace it.
Founder and principal architect – created the Artwell mark and brand voice.
Copy direction
The whole brand voice is one promise, said plainly. Warm, exact, creator-first – built on a principle I won't move off.
Art direction
Created the Artwell mark and the orange-brushstroke system – a hand-made gesture against a machine medium, so the brand reads human at a glance.
Across mediums
One idea travels every surface, conversation to narrative to finished piece, across text, voice, video, and audio.
Product access
Built solo, end to end – the working interface stays private until launch. Walkthrough on request.
What it proves
Brand-platform thinking and AI-native practice, owned end to end – the exact tool class Runway builds for.
Leadership · Microsoft
I built the machine, and still ran the camera.
I built the studio that made the output possible – stages, standards, review cadence, a 15+ person team, a vendor model – and kept directing inside it.
15+ person creative team
$1.6M+ annual production budget
Per-episode cost $7K – $20K → $2K – $3K
Total production cost down 60%
Cycle time down 30 – 50% with AI
30–50%
faster production cycles – time and cost down, editorial quality held.
Cycle time before
With AI assists
What AI took off the team's plate
- Guest + topic research
- Host question lists
- Interview briefs
- Show notes + descriptions
- Episode titles
- Audiograms
- Episode graphics
The pipeline never changed – brief, prep, record, post, publish. AI carries the load between the beats.
Operating model
The operating model in one line: standards tight, cadence predictable, the bar non-negotiable, and the budget cut while the output grew.
Quality bar
The same quality bar from a 48-hour short to a $1.6M+ slate.
What it proves
I can build and run the department and still make the work.
Point of view · essays and editorial art
A point of view, on the record.
I have a take on where this goes, and I publish it.
Field Notes from The Build · No. 3
I Overheard AI's Entire Future in a Steakhouse BreakupRead the essay ↗We have declared judgment the most valuable thing in the economy at the precise moment we're dismantling the work that produces it.