If you want to move people, culture is the vehicle.
Because culture shapes people and people drive business.
Culture
WORK ˅
strategy
As a strategist, I use ethnography to link culture and commerce.
I often see brands misrepresent culture. Confusing connection with tokenism, missing the nuance of their audience’s everyday realities, or swinging between extremes instead of leaning into what feels natural.
I'm driven to bridge the gaps that show up when people and brands don’t speak the same language.
I can connect any brand to any audience. Any creative to any brief and any team to a shared sense of purpose.
Delta: Common Ground
University of Rochester: For All By All
American Express: Founders of Change
Brooklyn Nets: From Brooklyn With Love
Walmart Fashion: Who What Wear Summer House
Nutrafol: Keep Growing
cultural anthropology
How our stories are told matters.
As a cultural anthropologist, I use ethnography to help brands anticipate shifts in audience expectations before they affect the business.
Translating social cues from visual codes to colloquialisms, shared customs, and everyday norms to identify the patterns that create meaningful customer touch points and spark new creative possibilities.
Nike: Hair Dynamics In Sport
New York Lottery: New Yorkers Through Six Lens
Mellon Foundation: Building Equity In Art
Creatives Rebuild New York: THS Presents Branching Out
tALKS + tEACHING
I talk a lot about culture because culture shapes people, and people drive business. Culture isn’t a buzzword, it’s the lens I use to understand how we live, connect, and create meaning.
history
I grew up on Shakespeare and Toni Morrison. Opera at Lincoln Center on Saturdays, Baptist church on Sundays, and late nights sneak-listening to Reasonable Doubt. I was the curious kid who could talk to anyone. People confided in me. On bus rides, in waiting rooms, and at family gatherings. I became a keeper of stories and a quiet observer of human behavior.
Reach me
My expertise has been applied to commercial advertising, corporate brand marketing, and various creative projects.