Strategist, Vibe Engineer
Isn’t it hard explaining to people what we do? Nowadays when I tell people what I do for a living I tell them I’m a Vibe Engineer. Because fine-tuning an overall feeling that spans the full spectrum of experience and engagement is what I believe a good strategist does. And it makes for a more interesting conversation at dinner parties.
When the vibe is well-engineered, brands are low-effort and high-reward for consumers to engage with. I call it fluency, and it means that ads aren’t just something to be endured but can be loved, remembered and acted upon. This is the kind of work I want to make.
I create fluency in the work by reducing friction in the process. I use qualitative research to stay grounded in the consumer’s point of view and bring design thinking upstream to allow the creative idea to be as single-minded as possible.
