Most Likely To
In addition to my entertainment work, I’ve been Executive Creative Director at Most Likely To, a purpose-driven creative agency based in San Francisco that serves companies and organizations actively working to move our society towards a more equitable and sustainable future.
I am incredibly proud of the work we are doing, which is making a measurable difference in behavior change around some of the most pressing environmental and social issues of our time. It’s a dream job.
Naming + Retitles
While the sentiment “a rose by any other name would smell as sweet” is accurate in the sense that a thing’s quality is inherent regardless of its name, Shakespeare lived in a far less brand-saturated reality than ours. I’m clearly no Bard, but I have been tasked with creating memorable names and titles for all manner of IP, including:
Renaming the TV Guide Channel. Now known as: Pop TV
Naming a now-defunct online gaming company: Rumble
Naming software that lets viewers capture clips of live television and share them on social: Didja (as in, "Didja see that?!" It's also a loose abbreviation of "digital")
Several film re-title jobs. To be honest, the studio almost always ends up going with the working titles. A couple of exceptions were my titles for a couple of comedies: "Unfinished Business" (with Vince Vaughn and Dave Franco) and “Masterminds” (with Zach Galifianakis and Kristen Wiig). Both of those movies tanked, so it also appears to be true that a rose by any other name stinks as badly.
Multiple product line names for luxury retailer L’Objet.
Digital Content
I’m also hired for longer-form copy assignments, including websites and digital content for clients as diverse as luxury retailer L’objet, progressively-minded baby food company Plum Organics, the Hawaiian Islands' official tourism site, and articles for this Medium Publication, “To Create”.