ABOUT ME
AI INFRASTRUCTURE & TRANSFORMATION | CREATIVE DIRECTION | LEGAL OPS & LICENSING
My Background
I'm co-founder of Optikka, where I lead creative and product. Optikka is a deterministic design engine for the modern creative supply chain. I also designed TAG-d., a generative graphics app that puts professional-grade sports visuals in the hands of everyday athletes and teams.
My work is mapping how creative production actually happens inside an organization, then finding where it breaks. Handoffs, approvals, capacity, tooling that doesn't fit. I build the pipelines that run inside a team's day instead of alongside it — prompt systems, component and asset registries, guardrails, and the QA that holds quality as volume grows.
The through-line is governance. Consent, likeness, model licensing, and rights frameworks are what let brand and legal say yes at speed rather than eventually. That's usually the difference between a pilot and production.
My Experience
Before this, creative production: photo, video, runway, and campaign work for national brands and publications, with work appearing in Forbes, WWD, Vogue.com, and Cosmopolitan. Briefs through delivery — casting, crew, location, budget, and post — with in-house teams and outside production partners. It ran alongside IP and licensing work focused on brand protection and creative rights.
In 2023 the two halves met. I led the first known commercial campaign to license digital twins of fashion models, working with Thalie Paris and photographer Jose Aragon. As far as anyone has documented, it was the first time models were compensated for the use of their likeness in a generative campaign.
EXPERTISE
AI TRANSFORMATION & CREATIVE SYSTEMS
Creative Pipeline Design | Brief to Delivery
Prompt Systems & Libraries | Brand Ontologies
Component & Asset Registries | DAM & Object Storage Integration
Guardrails, Output Benchmarking & Creative QA at Scale
Model Selection & Licensing Evaluation | Hugging Face, fal.ai
ComfyUI | Midjourney | Stable Diffusion | Generative & LLM Platforms
Human-in-the-Loop Design | Where Creative Judgment Stays
Enterprise Deployment | Self-Host vs. API Architecture
Workflow Enablement | Templates, SOPs, Documentation, Training
RIGHTS & LICENSING
AI Governance | Consent & Likeness Frameworks
Training-vs-Output Distinctions | Provenance
Rights Matrices | What Can Be Used Where
Talent, Model & Photographer Agreements
Contract & Licensing Negotiation
Trademark Strategy & Rights Management
Brand and Legal Approval Workflows
Outside Counsel Coordination
CREATIVE & PRODUCTION
Creative & Art Direction | Photo, Video, Runway, Events
Concept Development & Creative Strategy
Identity & Brand Development | Design Systems & Brand Standards
Advertising & Editorial Photography and Videography
Product & Lookbook Photography & Videography
Casting Direction | Shoots, Runway, Presentations, Events, Appearances
Creative Team Recruitment | Photographers, Videographers, Digital Techs, Hair, Makeup, Styling, Wardrobe, Set & Prop, Post
Rate & Usage Negotiation | Talent Booking
Location Scouting | Studio & Equipment Rental
Production Logistics | Insurance, Permits, Compliance, Scheduling
Post-Production | Retouching Direction, Style Guides
Production Budgets
LEADERSHIP & OPERATIONS
Creative Team Leadership | Recruiting, Mentoring, Cross-Functional Teams
Cross-Functional Leadership | Creative, Engineering, Marketing, Client
Operating Model Design | Lifecycle Mapping, Process Implementation
Enterprise Client Engagement | Pilots, Onboarding, Adoption
Pricing, Packaging & Margin
Budget Oversight & Forecasting
Board & Governance | Structuring Equity, Bylaws, Compliance
Fundraising & Investor Relations | Early-Stage & Growth Capital Secured
Public Speaking | SportsPro AI NYC, Henry Stewart Creative Tech, MPTS
EXPERIENCE & EDUCATION
OPTIKKA
Optikka is a deterministic design engine for the modern creative supply chain, automating complex design workflows so enterprises can produce brand-critical assets at scale.
I co-founded it and lead creative and product including oversight on implementation of brand ontology, component and asset registries, prompt conventions, guardrails, and the QA that holds quality as volume grows. I am passionate about the model, licensing, and deployment decisions underneath it. In production with fortune 100 global media leaders and classified as critical infrastructure.
TAG-d.
TAG-d. turns a phone photo into a professional-grade sports graphic in seconds. Built for youth and amateur athletes, their teams, and their families.
Had the pleasure of designing all aspects from concept, product design, and UI/UX, with staff creative designers authoring the prompt system. Available on the App Store and Google Play.
Writing
I write about creative production, generative systems, and the intersection of tech and IP.
EDUCATION
JURIS DOCTOR | Seton Hall School of Law | Newark, NJ
BS IN MARKETING, APPAREL & TEXTILES | Appalachian State University | Boone, NC