The AI of it all.

Using the machine to speedrun the friction.

I am a designer first—of words, graphics, video, and strategy. Instead of falling into the “AI replacement” trap, I develop systems to leverage AI to speedrun the friction. By offloading the "boring bits"—rote research, initial brainstorming—I get to the finish line faster without losing my integrity (or my mind).

The "Sandwich" Workflow

I maintain brand quality through a three-layer production process:

• The Foundation (Human): I research and develop the “brand/product boilerplate” to ensure foundational information and data are accurate. I define the constraints, intent, and "vibe." This is the strategy layer.

• The Engine (AI): The AI generates "building blocks"—raw fragments, hooks, and variations.

• The Polish (Human): I hand-assemble and rewrite the fragments. I provide the "taste" and emotional resonance that a generic LLM lacks.

The AI Video Ruleset

In video, AI is most prone to the "uncanny valley." As public sentiment turns on AI-everything, I navigate AI video with two strict rules:

1. Practical Impossibility: I only use AI video for what cannot be shot IRL—either due to extreme technical challenges or budget constraints.

2. Honest Aesthetics: I lean into the "AI-ness" of it, warts and all. I don’t use it to deceive or misrepresent; I use it as a distinct medium with its own visual language.

Systemizing Quality: LEGO-fying the Brand

At Transflo, I realized that the greatest bottleneck to brand consistency wasn't a lack of talent, but a lack of accessible, approved components. To solve this, I built a "block-based" design system that turned our marketing assets into a library of interchangeable parts.

By modularizing our product copy, 3D renders, brand icons, and social/video clips, I empowered cross-functional teams (Sales, Product, and HR) to "LEGO-fy" their own materials.

The result?

• On-Brand Autonomy: Teams could mix and match marketing-approved elements to build high-stakes presentations and collateral without waiting for a creative ticket.

• Consistency at Scale: Because the "blocks" were pre-vetted for voice and visual standards, the brand remained cohesive across every touchpoint.

• Creative Acceleration: I reduced my own developmental editing and "one-off" request cycles, shifting my focus from gatekeeping to high-level brand evolution.

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