When I was a kid, my dad kept a collection of National Geographic magazines in our garage, with issues dating back to the 1920s. I didn’t care much for the articles, but I loved the ads. Those magazines were my first textbooks.
After college, I was offered an internship in the art department at Goldberg Moser O’Neill (formerly Chiat/Day), where I got to rub elbows with some brilliant people who had launched Apple, Kia, Dell and other iconic brands to prominence. Over the next eight years I had the opportunity to work as an art director on a wide range of accounts including Wells Fargo Bank, Safeway, PG&E, Wallpapers to Go, Hyatt Hotels, Namco Videogames, LucasArts Entertainment, the San Jose Sharks and San Francisco Giants.
Gauger + Associates then hired me as a senior art director and later promoted me to associate creative director. I got the opportunity to pitch new business and mentor creative teams, which I really enjoy. In my spare time, I published an architecture book called “Little Boxes” about Daly City’s infamous 1950s tract homes, which I later adapted into a 43-minute documentary film. Then I joined the in-house agency at Robert Half, working mostly in digital media on projects which included blogs, landing pages, eBooks, emails and banner ads. In 2014 I was invited to return to Gauger + Associates, where I’ve been able to take on a wide range of projects, with a particular focus on video.
For me, one of the most exciting developments in marketing is that companies no longer have to “buy attention” through paid media channels to reach people. Now we can deliver content in an almost unlimited number of ways, and engage online communities in social media in real time. Personally, I enjoy the freedom of putting down the advertising “megaphone” sometimes and just creating brand content that people will find informative and entertaining.
Although the media landscape is more complex than ever, it still all comes down to connecting a brand with its audience in a compelling, memorable way. I hope you’ll find that principle manifests itself in my work.