For most of my career, I’ve stayed behind the scenes.
I’ve worked across production, creative direction, and technology—building campaigns, experimenting with new tools, solving practical challenges for brands, and figuring out how to make things better, smarter, more impactful. It’s the kind of work I love. But I’ve rarely taken time to step back and share how I think about it, or why certain approaches matter.
Recently, a collaborator—challenged me on that.
They said: “People would actually want to read this, you know. You should put it out there.”
That stuck with me. Not because I’ve got all the answers, but because I’ve spent enough time inside the production process, navigating how creativity, AI, and technology intersect, to have a clear perspective on where things are headed—and where they might be getting overcomplicated, overhyped, or overlooked.
So here I am.
This is Emergent.
I’ll be using this space to share what I’ve learned (and continue to learn) working in creative production—whether that’s integrating AI tools responsibly, rethinking workflows, or pushing brand work beyond templates. Expect practical insights, some hot takes and opinions, and real-world experience, not generic commentary.
If you're a creative, a brand, a technologist—or just someone curious about how creativity evolves—I hope you'll find something useful here.
Thanks for reading. Let’s get into it.