An insatiable lover of ideas and bringing them to life, I am fanatical about thinking big for every client, no matter the category, size, or business problem. The resulting ideas—and the craft that makes them remarkable—have been recognized at local, regional, national and global levels. In addition to guiding the creative vision at Truth Collective, I have also held numerous board seats and served as President of the Greater Rochester chapter of The American Advertising Federation, helping lead the organization into a new era. I also serve on advisory boards for both Rochester Institute of Technology and Nazareth University’s communication departments.
I also started a side project called Sea Level Supply Co. It comes from my Massacusetts roots, obsession with the ocean, and the quirky language of nautical flags. Basically, I get to make fun, coastal-inspired gear that looks classic at first but usually has a playful twist. Think clean design, inside jokes, and the occasional “you’ve gotta know the code” moment.
It’s a creative playground for me—and if it makes my customers smile, even better. You can check the brand out on Etsy if you want to see what I’m up to.
When I take a break from developing brands and tinkering with Sea Level designs, it’s speed and the outdoors that get me excited—mountain biking and snowboarding. Plus I enjoy travel, surfing (I’m pretty “mid”), and a bit of photography too. I am married and have two sons that I torture with endless Gen-X references.
RIP Remy, 2012-2025
Awards
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Over 100 awards since starting Truth Collective, including 3x Best of Show, 2x Mosaic Awards, and Best of Print, Best of Digital & Social, Best of Public Service, and Best of Video/Broadcast distinctions.
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Television—Beverage/Alcohol Award for Budweiser “Replay”—2003
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Including 1 Best of Show
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Design Annual & Typography Annual recognitions
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2026, 2025, 2023 and 2018 Silver Awards in Graphis’ Design Competitions
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Regional Design Annuals
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Two 2017 Awards: Gold for Gunlocke’s Character Lives Here Video and Silver for Willow’s PSAs
The Truth Standard
Over the past few years I’ve refined a creative evaluation tool for Truth Collective. The tool, called The Truth Standard, ensures that what we create is transformative and undeniably impactful. Creative effectiveness can be optimized by assessing ideas through these six criteria:
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Brands and ideas brave enough to commit to missions beyond typical sales goals often disrupt category convention. These purposeful creative endeavors—if aligned to their audiences’ values—can significantly increase cultural and commercial impact.
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To drive behavior, ideas need to be felt—in people’s hearts, minds, funny bones—and sometimes even goosebumps. Authentic connection can only happen when brands include, respect and reflect their audiences.
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In a world full of noise, simplicity cuts through. Clear ideas are uncomplicated. Messages that are easy to consume are more easily acted on. Brands who define and commit to a Single Most Important Thing engage their audiences faster and with more impact.
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Brave ideas rise above the sea of sameness. Well-crafted execution creates stopping power and elevates what is unique and ownable. Brands that stand out, get engagement.
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They can flex and evolve to build varied stories and conversations that meet audiences where they are.
Campaignable ideas avoid wear out and build long-term engagement.
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The best ideas often make us feel uncomfortable. That’s a good thing. If it feels too safe, it probably is. But bravery isn’t just about boldness—it’s about the courage it takes to challenge traditional expectations.
Judging Experience
I enjoy interacting with peers and our industry’s emerging talent as a judge or juror for creative and marketing competitions. So far, all my judging experiences have been through the American Advertising Federation (AAF). Do you need a judge? Please reach out.
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2025 - New York, NY. District 2 competition. Sponsor brand: AT&T
2012 - Akron, OH. District 5 competition. Sponsor brand: Nissan -
2019, Frederick, MD. I judged AAF Greater Frederick’s American Advertising Awards submissions.
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2018, Rochester, NY. @AAFnepa brought their local-level American Advertising Awards submissions to Rochester to be judges by a panel of judges. I served as a judge for that competition.
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2013, Rochester, NY. Truth Collective hosted AAF’s District 5 competition to be judged by a panel of Rochester judges, which I was one of those judges.
@JSroc
Follow Jeremy’s adventures and ramblings on Instagram.
