context
A self-initiated series that pokes fun at the everyday absurdities of working in our industry. I wrote, directed, and built every image with generative AI.
friction
In our industry, looking busy can pass for making progress, and a seat at the table can pass for having a say. Most of us have seen the gap between how work looks and how it actually works.
THE QUESTION
How do you show an industry something it’s stopped seeing?
the shift
Hear a phrase often enough and your brain stops noticing it. Psychologists have studied this for decades. So instead of saying the words, I showed them.
Cross-team collaboration became two cars held together by a handshake at full speed.
One calm character rides a rocking horse through every scene without blinking. Like a lot of the language we use at work, the toy rocking horse signals progress but never gets anywhere.
The same props follow him from scene to scene: hands forming a prism, wristwatches, and a phone.
Every prop means something.
the work
Title inflation became a guy so puffed up he can’t move.
A company shout-out became a magazine cover.
A rushed project plan became a rocket held together with duct tape.
A side hustle became a singing telegram in a gorilla suit.
why it mattered
I’ve spent my career in this industry, and I love it. That’s what lets me think outside the box and with humor.
I care about the craft, making a difference, working with people, and telling a story the audience doesn’t expect.
Let’s build what’s next — together
Role — Creative Director
Services — Concept Development · Art Direction · Storytelling · Generative AI