Co-founded AYMI and leads its creative practice — brand systems, art direction, and content built to perform. Years shaping identity and campaign work across DTC, gaming, and entertainment. Writes about the operator's view of creative, where craft and conversion meet.
- 063JUL · MMXXVIM. Halberg5 min →
UGC is a format, not a strategy
UGC got sold to marketers as a strategy, and it is nothing of the kind. It is a production model — a way of shooting. What it says, and why anyone should care, is still your job.
- 053JUN · MMXXVIM. Halberg4 min →
Generative tools changed the brief, not the bar
The generative tools collapsed the cost of making an asset to near zero. The work that used to be expensive — knowing which asset is worth making — is now the entire job.
- 048JUN · MMXXVIM. Halberg2 min →
Creative volume is not creative velocity
Shipping forty ads a week is volume. Learning something from forty ads a week is velocity. Most teams have the first and mistake it for the second.
- 043APR · MMXXVIM. Halberg6 min →
Performance creative in the era of zero-cookie attribution
When platform-reported conversions stop matching MMM, the operator response is not to argue with the dashboards. It is to change what creative is being asked to do.
- 034MAR · MMXXVIM. Halberg5 min →
The pre-order curve is the launch
Day-one cost-per-install is the most expensive lie in gaming. The audiences that fund a live-service title are the ones who arrive at day thirty, not the ones who installed the demo.