Status
Multimedia (’01), UArts College of Media and Communication

Current Residence
San Francisco, CA

Current Job
Creative Director and Co-Founder of Brothers By Choice, an interactive creative firm in San Francisco.

How did UArts prepare you for operating your own creative firm?
“The multimedia program was conceptually driven. We were always taught to see the high-level situation and then figure out the problem on a secondary level in terms of technology and technical skill.”

How did Brothers By Choice begin?
“The idea for Brothers By Choice came from the concept that working in advertising is more than just a job, it's a lifestyle. The name "Brothers By Choice" stems from the idea that your decisions in life should not be forced, that you are in your current situation because you really want to be in it."

What makes Brothers By Choice different from other agencies?
“Our firm is different because our background comes from the digital realm. We understand the facets of producing conceptual interactive work. We are like circus ring-masters, dealing with the creative medium itself, as well as the process and details of technology.”
 
How did you create the Heineken techno-dance ad for the web?
“The Heineken DraughtKeg is a mini-keg and a social catalyst - a product that brings people together. We received a TV spot from an offline agency and were asked to create a "viral" web experience, so we extended the electronic dance music theme and created an online experience where consumers upload photos of their faces to dancing 3D robots."

What is your art?
“My art can range anything from doing illustrations to design work to interactive installations.”