Search and display advertising, AdWords strategy, video production, and a suite
of internal tools for optimizing Google and Facebook campaigns. The public
portfolio was almost entirely video, split between commercials — including for
Google's own small-business products — and a run of music videos.
The differentiator was structural rather than creative. No commission on media
spend, so there was no incentive to inflate budgets; clients could pause any
campaign at any time; and reporting was weekly and written to be understood
rather than to impress.
Alongside the client work came two years of writing about where mobile
advertising was heading — the archive below. Read in 2026, the striking thing
is how much of it was directionally right and how early.