MAKINGROOM FORTHE IDEA.

For more than twenty years at Massive Black, I helped grow a small studio into a global team across three continents. We made work for Google, Amazon, Sony, Adobe, Disney, Coca-Cola, and others, often with agencies including Wieden+Kennedy and BBH. The work changed constantly. The recurring question did not: how do you protect the idea while giving a hundred people a way to deliver it?

I learned to build the team, scope, budget, and review process around the work. I also learned that a beautiful plan is only beautiful until Tuesday. You have to watch what is actually happening and adjust. These days I consult on creative operations and build AI tools. Making is getting faster; deciding, reviewing, and caring about the result still take human attention. That is where I do my best work.