To be trustworthy you have to be willing to be wrong.

Too much polish is suspicious. Decisiveness alone doesn’t signal strength, it signals inexperience.

If you can’t course-correct, you’re a liability, not an asset.

The best creatives embrace being wrong. We make a lot… and kill most of it. I run you through countless variations—turn your nose; drop your left shoulder; let’s try it with the red shirt—to find what works. How do we know? Because you know you, and I’ve combed through millions of photos from hundreds of shoots over 11+ years. When our powers combine, doors open.

I surface your confidence with a hint of humility, and show it all to the camera by helping you forget it’s there. I call it Radical Authenticity.