Hey, I get it… SERPs, keywords, funnels, conversion rates, optimize, optimize, optimize.

It matters. Of course it does. If it drives the business forward, it matters.

But here’s the part people don’t talk about enough: story is the whole thing.

It’s how people make sense of the world. How they connect with each other. How they connect with objects, with brands, with memory, with identity. Stories are why one thing sticks and another disappears.

I’ve spent the better part of my career figuring out where that line — the line between something that performs and something that actually means something — lives. Between work that hits the brief and work that people actually feel.

What makes a story land? What makes it move? What makes someone care enough to do something about it?

And more importantly — how do you build that kind of thinking into everything? Campaigns, films, product pages, social posts, long-form editorial… all of it.

This is the kind of stuff I’m obsessed with. The intersection between visual and copy, brand and consumer.

That’s what I do.

Sometimes that means writing. Sometimes it means directing. Sometimes it means producing.

For me, it’s all the same job. That’s the way it should be, and I stand by that.

Buy the ticket and take the ride.

Maxwell.Barna@gmail.com
Philadelphia, PA