When I was in Spain on a Fulbright Scholarship to explore the roots of Flamenco music, I learned that "to have Duende" means to be aligned with your true self and unleash your burning passion. I uncover the Duende, the soul, inherent in every great story—the authentic message that needs to be shared, the problem that needs to be solved, or the voice that needs to be amplified, ensuring that the story or project will resonate and connect emotionally with the audience.

This is the part where I dig deep (really deep) to unearth the elements that bring a good story or project to life. I examine the current client assets, the existing strategy, marketing materials, and resources that are already in place to build upon and maximize the outcome. Then, I conduct the necessary external research and interview the individual or team members to understand the full spectrum of the messaging and know precisely how the story needs to be told.

Once the research is complete, I analyze the story from every angle before synthesizing it into the final product. I develop new theories, innovative ideas, and intriguing concepts, and then express these ideas with great clarity when pitching my projects. Then, with client feedback, I refine these ideas to make them ready for execution, taking into account the desired budget and timeline in the final proposal.

This is the stage where I put everything in place to activate the Duende. I reevaluate the strategy to ensure that the entire production is thoroughly infused with the energy and passion to elicit an emotional response or compel the audience to act. My expertise is in taking an idea from conception to completion and bringing together the necessary resources to make it stand out.