Sell function, you get a transaction.
Make them feel before you make them buy.
Stand for something or you are nothing.
Sixteen years, two continents.
A fortnightly show about how great advertising actually gets made. The strategy, the psychology, the craft decisions most people never see — from a Creative Director still in the room, not commenting on it from the sidelines.
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Sydney, 2026
I started in advertising in Milan in 2009 as an intern art director, obsessed with ideas. Now a Creative Director in Sydney, still obsessed — but more with the systems and strategies that make ideas compound. Not the quarter-chasing tactics.
Sixteen years. Europe. Australia. Big networks, scrappy independents, in-house. Every hat, every rulebook, every flavour of bull that lives in a meeting room. The arc taught me one thing: the magic isn't magic. It's a rigorous process the industry refuses to show you.
That's why I built The Creative WIP. To show how the work actually gets made — before the polished version, before the case study, before the LinkedIn fluff. The strategy. The wrong ideas that lead to the right ones. The thinking the industry does but won't explain.
For founders, marketers, and in-house teams who want advertising that adds something. Not advertising that fills a media plan. For creatives who refuse to let the standard drop.
Your people are here.
Comment, question, feedback on the show, an ad you're obsessed with, an ad you can't stand — all welcome. I read everything.