A first-generation Armenian, I became the black sheep of the family when I took a sharp detour at the intersection of Medicine and Law and pursued the route of an “ad man.”
I was born and raised in Los Angeles, but am a die-hard Boston sports fanatic.
I like to tell stories. Most of them are true.
I can recite all of Pulp Fiction.
MacGyver inspired my childhood injuries.
I write children's books, but won't put my face on the back cover for fear of scaring the kids off.
I'm a sports junkie who had aspirations of playing pro basketball. NBA scouts, however, told me that being slow and 5'7" wouldn't get me any shoe deals. Go figure.
I like my coffee black and my alcohol brown.
I think visually, but am somewhat famous (or is it infamous?) for my stick figure sketches.
WORK STUFF:
I've been a writer for 17 years. As a car junkie, I’ve had the pleasure of working on three of the biggest names in automotive, along with pretty much every sector there is — sports, tech, beverages, beauty, you name it. In a nutshell, I've written everything that has needed words — from brand and retail TV, immersive experiential activations, radio, print, outdoor, brochures, and dot com content.
My claim to pseudo-fame, however, was the multiple award-winning 2020 Super Bowl spot I wrote entitled “Smaht Pahk,” starring Captain America himself, Chris Evans, John Krasinski, Rachel Dratch, Red Sox legend David Ortiz, and more. The spot garnered millions of views and about a bajigillion impressions, assisting Hyundai in exponentially increasing the sales of their flagship sedan, the Sonata.
Over close to two decades in this wacky biz of ours, I’ve literally done it all, including most recently as ACD/Writer at The Many where I helped lead eBay Motors in the launch of their YouTube channel with a five-episode, high-octane series to tickle the fancy of car aficionado and novices alike. Doing so showcased my ability as a creative and a leader while illustrating that great storytelling goes beyond traditional advertising.
I also have the distinct pleasure of being a mentor for the M-School at LMU, as well as an instructor at the Bookshop School for Ads where I teach both Introductory and Advanced level courses, inspiring aspiring creatives looking to crack into this mad world of ours.
I always make sure to practice what I preach. That whether it's a 60-second Super Bowl spot, or an itsy bitsy banner ad, the name of the game is always the same (hey, that rhymed): tell a story. Make it memorable. Make it impactful. Make it badass.