The Art of Creative Thinking in Media System Integration
Like many of you, I was first drawn to the media industry for its creative possibilities—but the technical side captivated me just as much.
As a kid, I dreamed up imaginary film effects, colored-in bleached 16mm film with markers, and sketched elaborate control rooms and button panels, inventing functions and dreaming about possibilities During my early career in production and post-production, I sought out every opportunity to inject creativity into my work. My curiosity about the technical side naturally led me toward engineering, and I was fortunate to work in world-class facilities that were producing national TV and film—surrounded by brilliant creative professionals. I was thrilled to play a role in making that magic happen.
Early exposure to sports stadium integration—and later, working with NBC at four Olympic Games—showed me the power of delivering creative content in diverse, high-profile environments. It’s a perspective I’ve carried ever since. This recent article in the Seattle Times perfectly highlights the creativity and excitement I continue to see in the industry and why I enjoy working with creative teams.
Throughout my career, I’ve partnered with teams in broadcast television, non-commercial radio, higher ed, corporate, and government communications. Each had different goals and challenges, but the strongest results always came when creative thinking shaped the work. Whether enabling a public radio station to expand live music, helping a broadcast team tell stories visually, or designing spaces that inspire confidence for executives, the outcomes were always better when creative vision and technical execution worked together.
When I launched my own business, I realized integration was often reduced to mechanical execution—overlooking the creative potential at its core. I chose a different path: treating system design as a creative discipline. Because here’s the truth—projects are always stronger when the systems support and inspire the people who create.
Where Creative Thinking Makes a Difference
1. Planning & Architectural Coordination Great spaces should inspire, not just function. Creative coordination means blending technology with architecture so spaces feel comfortable, beautiful, and energizing. I’ve designed casework you actually want to sit at, lighting that shapes both mood and workflow, and acoustic treatments that make rooms a pleasure to work in. When integrators join architects early, it unlocks imaginative solutions and better outcomes.
2. Workflow Design A good workflow removes friction. Too many environments are bogged down by issues that could have been solved with thoughtful problem-solving. From content management to cross-location collaboration, creative workflows free teams to focus on what matters: producing their best work.
3. Technical Design Every project is unique. Creative technical design doesn’t just solve problems—it inspires new ways of working. Even CAD drawings are part art, part science.
4. Project Management & Installation The best design fails without solid execution. Challenges will arise, but creative project management means adapting quickly, collaborating effectively, and ensuring the end result feels effortless to the user.
5. The Human Factor Ultimately, integration is about people. The environments we create should empower those who tell stories, produce art, and share experiences. When teams feel supported physically and technically, they do their best work.
The intersection of creativity and technical solutions is where the most exciting projects happen—and for me, that’s the fun part.
How do you apply creativity in areas of your work that may not seem creative at first glance?
