About

I am a writer. I have spent years analyzing texts, ideas, and the history of how people think, through a PhD in Comparative Literature at the University of Toronto, where my research focuses on Walter Benjamin — a critic who spent his career trying to charge language with so much meaning that a single image or phrase could crystallize an entire way of seeing. I have published peer-reviewed articles and presented at international conferences. Now I want to put it to work.

Advertising has always struck me as one of the most demanding arenas in which to practise writing. The reason comes down to economy of language. A brand carries an identity as rich and complex as any character in a novel: a history, a set of values, a way of being in the world. Advertising at its best proves that words have power beyond the page. The most successful brands don't just name products — they replace nouns and verbs. Nobody says 'I Yahoo'd it.' Band-Aid has become so universal it operates as its own idiom: a band-aid solution, a band-aid fix. That kind of linguistic gravity doesn't happen by accident.

The best writing doesn't communicate facts — it creates experiences. It takes ordinary language and makes it do something extraordinary: strike a reader, stay with them, change the way they see something. Advertising today has to capture imagination in a space where attention has no room to breathe. To write something that actually lands requires more than craft. Good copy doesn't try to be persuasive — it gives the reader the right words to express something they have always known.

I can't think of a more interesting challenge for a writer.

The five campaigns on this site are spec work — original concepts developed to demonstrate range across brands, tones, formats, and registers. None of the companies are real. Yet.

I'm based in Toronto and available for copywriting, content, and editorial roles.