What’s your backstory — how did you end up starting (or joining) an agency?

Honestly, it’s kind of a funny story. I always thought I’d be this hardcore journalist, you know? Out in the field, chasing down breaking news, uncovering the truth - all that romantic stuff you see in movies. So I went into journalism, and… turns out I absolutely hated traditional news reporting. Like, really hated it.

I realized pretty quickly that what I actually loved were stories - the human stuff, the adventure, getting my hands dirty. I’d much rather be out there with dirt under my nails and wind in my face than sitting in some newsroom covering city council meetings or, God help me, pumpkin fairs in San Diego.

So I started gravitating toward action sports and adventure content instead. I was already living that lifestyle anyway - surfing, traveling, all that - so it just made sense. I began writing for outdoor and adventure publications, and brands started noticing my work.

The thing is, I kept seeing these brands trying to tell their stories in the most boring, generic ways possible. And I’m thinking, “You guys are making incredible products for people who live incredible lives - why are you talking about yourselves like you’re selling insurance?”

That’s really where Project Campfire came from. I got obsessed with the idea that every brand has this amazing story to tell, but most of them are just terrible at telling it. So I thought, why not build something around that? Help these adventure and lifestyle brands communicate better through stories.

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What’s a belief you’ve changed your mind about in the last 3 years?

I used to think you had to be everywhere online to build a brand - posting constantly on every platform, chasing every trend, saying yes to every opportunity. Classic “hustle culture” mentality.

But honestly? I’ve completely flipped on that. The brands I work with that do the best are the ones that pick their spots and go deep instead of wide. They’re intentional about where they show up and what they say.

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When do you feel most energized at work?

When I’m in the middle of piecing together a story that nobody else has thought to tell yet. You know that moment when you’re talking to someone about their brand or their adventure, and they mention this tiny detail that suddenly makes everything click? That’s my sweet spot.

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What’s a day in your life really look like (no filters)?

Coffee first, always. Then I usually start by checking what’s happening with ongoing projects - client feedback, deadlines, that kind of stuff.

If I’m lucky, I get a few solid hours of actual writing before the calls start. That’s the good stuff - when I can really dig into a story or work on something creative. But let’s be real, most days there’s at least one “quick call” that turns into an hour, or some client emergency that wasn’t actually an emergency.

I try to squeeze in some kind of activity - surf, gym, play time with my daughter - because sitting at a computer all day makes me feel like garbage. Sometimes that happens at lunch, sometimes not until evening.

Best days are when I’m actually out somewhere gathering material - interviewing someone interesting or experiencing whatever I’m writing about firsthand. Worst days are when I’m stuck doing revisions on something that was perfectly fine three drafts ago.

And yeah, I probably check my phone way too much throughout all of it.

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What’s a personal ritual or habit you credit for your success?

Two things, really. First, I read and write constantly - not just work stuff, but everything. Books, articles, random blogs. You never know where your next great idea is going to come from, and the more you consume, the better you get at recognizing what makes a story actually worth telling.

But honestly, the biggest thing has been just genuinely connecting with people in the industry. Not networking in that gross, transactional way, but actually building real relationships with other writers, brand managers, athletes, whoever.

You’d be surprised what people are willing to share when they trust you and know you’re not just trying to get something from them. Some of my best projects have come from casual conversations where someone mentioned they were struggling with X, and I happened to know exactly how to help with X.

I make it a point to check in with people regularly - not when I need something, just because. It’s wild how much that changes everything.

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What’s one mistake you made early on that taught you something lasting?

I tried to be everything to everyone. Seriously, if someone needed any kind of marketing help, I’d say yes. Social media management? Sure. Email campaigns? Why not. Web copy? I’m your guy. I thought I had to offer every service under the sun to make it work.

Big mistake. I was mediocre at a bunch of things instead of being really good at one thing. Plus, I was constantly stressed trying to keep up with all these different skills and drowning in work that didn’t actually excite me.

The turning point was when I realized that the projects I actually loved - and the ones clients raved about - were always the brand storytelling ones. That’s when I decided to just focus on story-driven content for adventure and lifestyle brands. Period.

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What do you do to recharge outside of work?

My daughter and partner are everything - they keep me grounded and remind me what actually matters. There’s something about just being present with them that switches off the work brain completely.

I’m also that guy who needs to move to feel human. Surfing is my go-to reset button - something about being in the water just clears all the noise. But really, any kind of activity works. I just need to get my body moving and my mind off screens.

And honestly? Give me a good book and a quiet moment and I’m golden. It’s rare that I get those completely uninterrupted chunks of time, but when I do, that’s pure gold. Just me, a book, maybe some coffee, no notifications.

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What’s your definition of “success” right now?

Honestly, it’s being able to say no to things that don’t excite me. That sounds simple, but it’s huge. When I can turn down a project because it’s not the right fit, or because I’m already booked with work I actually care about - that feels like success.

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What makes your agency different from others in your space?

I’m not actually an agency - it’s just me, which is part of what makes it different. But the real difference is how specialized I am. I only work with brands in lifestyle, action sports, outdoor, and travel. That’s it.

Most content marketing agencies are generalists trying to work with everyone from tech startups to insurance companies. But I’ve spent my entire career in these industries. I know the culture, I understand the audience, I speak the language.

And when projects need to scale up, I’ve got a pool of extremely talented freelancers who are just as specialized - but here’s the non-negotiable: they all come from the industry too. No exceptions. I’m not bringing in some random copywriter who’s never touched a snowboard to write about winter sports gear.

Most agencies have to research your world from scratch. We’re already living in it.

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What type of clients or projects are a ‘no’ for you?

If they are not from the action sports, sports, lifestyle, tech, travel or outdoor industry. Simple.

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What’s a principle or value your agency lives by?

Authenticity above everything. If you don’t actually live the lifestyle you’re trying to sell, people can smell the BS from a mile away.

I see so many brands trying to tap into adventure culture with content that’s clearly written by someone who’s never left their office. It’s painful. Our audience - whether they’re surfers, climbers, travelers, whatever - they know when something’s real and when it’s not.

So everything we do has to pass the authenticity test. Would someone who actually lives this lifestyle read this and nod along, or would they roll their eyes? If it’s the latter, we’re not doing our job.

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What trend in marketing/advertising do you think is overhyped?

The constant need to go viral.

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What’s one small decision that led to a big result for your agency?

Specializing instead of generalizing.

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How do you approach pricing — any rules you live by?

I’m pretty transparent about it - my rates start at 92 dollars an hour and I put that right on my website. No games, no “let’s chat about budget” nonsense.

The main rule I live by is never compete on price. If someone’s shopping around for the cheapest option, they’re not my client anyway. I’m not trying to be the budget choice - I’m trying to be the best choice for brands that actually value what I do.

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What’s one resource (book, podcast, etc) that changed how you work?

“How I Write” podcast by David Perell. Game changer.

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What is your most controversial or unpopular belief?

If you’re good, you’ll always have work, because there is so much mediocracy out there.