The tools, and where each one shows up
A working kit, not a logo wall. Each tool below links straight into the AI section of the projects it belongs to, so you can read the use in context instead of taking my word for it.
Two lists per tool, and the difference matters. Used on means the use is documented on that project. Fits work like this means the tool belongs to how work of that kind runs in my practice today, not that a 2019 campaign secretly used generative tools.
Read how the whole workflow fits togetherThinking and writing
Research, interrogation, drafting, versioning and editorial pressure-testing.
ChatGPT
Interrogating briefs, drafting and pressure-testing copy, and keeping projects documented.
Claude
Long-form reasoning, editorial passes and QA on structure, metadata and detail.
Google Gemini
Concept exploration and fast research across long source material.
Microsoft Copilot
The mechanical middle: templating, versioning, decks, trackers and repetitive production work.
- Jarden / Newell Brands - Creative Direction Across a Household Portfolio
- Sunbeam - The Red & Silver Brand Refresh (Still in Market Today)
- QUIRK Parfum - Wear Who You Are
- St. Joseph's Hospice - Always Together, Even When We're Apart
- Rainbow Faith & Freedom - Design Direction
- Ascend Fundraising Solutions - Creative Platform Across a National Nonprofit Roster
Perplexity
Sourced research and audience questions before a brief gets written.
Image and video direction
Concept exploration, moodboarding and previsualization before production spend.
Midjourney
Visual direction and concept exploration before production spend.
Adobe Firefly
Image exploration and extension inside the Adobe workflow.
Nano Banana
Fast image edits and variants while a direction is still moving.
Google Flow
Generated shots and sequences built to match a hand-made world.
Google Veo
Motion previsualization and generated footage for edit tests.
Runway
Motion exploration, cleanup and shot-level experiments.
Sora
Previsualizing sequences that would otherwise never get storyboarded.
Sound and voice
Scratch tracks, narration passes, music exploration and edit-room cleanup.
ElevenLabs
Narration passes and scratch voice while a script is still in progress.
Suno
Music beds, song exploration and original tracks for the films.
Descript
Transcription, rough assembly and edit-room cleanup.
Adobe Audition
Sound repair and final audio passes.
Build and automation
Working prototypes, live products, scheduled jobs and publishing pipelines.
Lovable
Working prototypes and live products, including this site.
TypeScript + React
The build itself, written and reviewed by hand.
GitHub
Version control and change history for everything that ships.
Supabase
The database, auth and storage behind live products.
Cloudflare
Hosting, edge delivery and domains for live sites.
Vercel
Deployment and preview environments for front-end builds.
Framer
Design-led site building when a brand needs to go live quickly.
Webflow
CMS-driven marketing sites built to be handed off to a team.
Scheduled sync jobs
Ingest, imagery and metadata running on their own schedule.
Structured content models
The data shape that lets a publication run without a team.
The tools change. The standards do not.
Happy to walk through any of this in detail, including the tools I tried and dropped.