Bio
In third person: Luke Carrell is a full stack Strategist, who specializes in making amazing things happen.
He grew up in Austin, TX and moved to NYC, where he now lives with his wife, daughter, and two pets, a laptop and phone.
In first person: I'm a Strategist working and living in New York City.
That's plenty of people, but I focus on using brand planning, comms planning, experience design thinking, digital strategy, and elements of cultural journalism to define experiences that create mutual value for brands and consumers.
You could call my way of working integrated or holistic, but I prefer to call it impactful. Weaving data sets, ethnographic research, popular (or even not so popular) culture, and human behaviors together into mandates for meaningful action is one of my favorite things to do. I treat insights like launch pads, not end products. I believe in learning from everything you have and applying those learnings to everything you have, from advertising to product development to how you show up on a shelf. The truth is that having all the right pieces of your brand experience moving in the right directions is just table stakes. Products and technology stacks won't add up to more than their sum, without larger clarity of purpose and a bias for creating mutual value with consumers. Creativity is a massively essential part of that.
In general: A Strategist's mandate is to empower everyone to be better at their jobs.
Communications and brand behaviors that treat people like people make the world spin. People who treat people like people make it fun to live in. Good ideas and purposeful collaboration help us get there.
