There’s Power in Story.

Stories can empower us to change, take action and learn. They connect and enlighten us. They release us from feelings of isolation and fear. Hearing others’ stories can help us make meaning of our own. Powerful writing and storytelling can impact how we think, what we believe and how we see the world.

It’s my mission to help tell stories that relate to the human experience and reveal the human condition. Stories of Whoa! and the triumphs of resilience.

Since 2005 I have successfully served as University of Florida (UF) Health’s director of creative services. In that capacity I’ve not only shaped UF Health’s voice, but I’ve helped hundreds of staff, faculty, researchers, senior leaders and patients find theirs through bold and honest storytelling and other communications work.

I’ve led campaign development with a team of creatives and marketers, leaning on empirical metrics and data along with anecdotal and qualitative reflections via creative briefs to craft stories that capture the heart, soul and mind. I’m an inspiring leader who asks only that my staff be themselves and let their pure talents loose, trusting their intuition and experience.

As someone who is battling a rare, debilitating neuromuscular disease (Charcot Marie Tooth Type 1), and whose wife has survived Stage 4 metastatic breast cancer, I am fearless in my approach to storytelling/copywriting and telling the truth about the human experience. If you’re looking for superficiality, hackneyed writing/storytelling and one who isn’t willing to appropriately “go there,” that’s not me. If you’re looking for someone whose clients and colleagues constantly say, “Wow, you really captured the heart of that story,” that’s me. I’ll walk you through my process for drawing out the most compelling and immersive copy/story possible.

To sum up my career at UF Health, the products I’ve produced, campaigns I’ve led, messages I’ve written, policies I’ve guided, and teams I have managed have contributed to enormous system and product line growth during the past twenty years, and have vaulted us to the #1 hospital system in Florida (U.S. News & World Report). The work I and my team produce yield increases in new patient appointments and philanthropic giving, positive gains in reputation as well as public and consumer perception scores, favorable onboarding of new employees, greater awareness of our various missions, successful faculty and resident recruiting, a more benevolent corporate culture, and sustainable high team morale. I am one of only a few directors among hundreds who consistently ranks in Tier One (the best) of our annual employee engagement survey.

The video stories below will give you a sense of how I build stories about the human experience as a producer. Several of the videos below are part of the University of Florida Health Inspire series, a storytelling initiative I began and currently direct. But don’t stop there. Please also scroll to the cards below these videos to see how else I use images and words to tell engaging stories.

Additional skills that make me a well-rounded storyteller and producer:

In July 2023 I launched Braces for Impact, a foundation that puts leg braces on under and uninsured kids with a diagnosed neuromuscular condition. Watch this video to learn more.