Work

Lots of products have their proprietary secrets: special sauce, secret recipes, advanced technologies.

Here’s mine: I make ads that tell unique stories about the causes or candidates. Little things: Dennis Moore plays guitar. Tom Suozzi made a coffee table. Clean water is what makes Suffolk County special.

But the little stories can tell larger truths -- truths voters can dig into. No one voted for Dennis Moore because he plays guitar. But they could see his values through the simple human act of playing, and identify with them. Insight is what most “political” ads lack. But it’s what voters crave. You can’t tell it to them. You have to help them figure it out for themselves. Then they’re the authors of their conclusion. They own it. It’s harder to take away from them.