Work
Campaigns and art direction
On your campaign, the strategist, spokesperson, model and athlete can be the same person
First Principles the newsletter
See life at a different resolution. Experiments in time, energy & mastery. The objective is fidelity to reality.
You think you are buying reach
- 5M+impressions in 12 months
- 1M+people reached on LinkedIn in 12 months
- 29×more people reached than I have followers
- 66%of my impressions were from members outside my network
Reach is the part a media budget already buys, but I exponentiate its effect
Images carry thoughts farther
I art-direct what I publish. The photograph stops the scroll. The idea shifts the category.
Open any post to read it in full
On your campaign, the strategist, spokesperson, model and athlete can be the same person
Engineered virality
1B+ Views on under $5K of marketing
Nosy was the first product I invented and patented: a wearable air filter for the nose. Sunglasses protect your eyes and headphones protect your ears, so why not a filter for your nose? I developed it with former Dyson engineers and launched it as a high-fashion accessory, worn by models. The cognitive dissonance stopped people mid-scroll, and within a week my images had traveled around the world.
It was also the first time I did my own PR. Three months after the Kickstarter launch, Dragons’ Den contacted me, and two Dragons competed for a product that didn’t even work yet. Within six months, TV Tokyo had sent a camera crew to my home to film a documentary, and hundreds of publications had covered the story.
Reframe your
category
Own a new category; expand into new verticals; reach entirely new audiences; build a deeper connection with the ones you have.