Coming from the music world, I used to view copywriting as the perfect loophole, a way to stay creative and actually make a living doing it. And don’t get me wrong, I still feel incredibly lucky to have found it. But over the years, my understanding of what communication really is has changed.

Like many people, I never cared much about ads before starting this journey. I’d scroll past them, zone out, or head to the bathroom when one came on, unless it made me feel something. And that’s exactly what I want my work to do: make people feel.

Not necessarily win awards (though that would be nice) or get featured in magazines (also very nice), but make someone stop, read, and remember, even for just two seconds, before they go on with their day.

Because while copywriting might have started as the perfect creative loophole for me, I’ve come to see it as something more: one of the most powerful tools we have. When used well, it can make people feel, think, and, in turn, act.

So wherever I end up, and whoever I meet along the way, one thing I know for sure: I want to stay creative, craft things that matter, and leave people with something they remember. (And if that happens to win me an award or two, Well, you won’t see me complaining.)