Six years of direct response.
Three years shipping production AI.
I'm Liam. Six years writing copy that had to convert or get killed. Three years building the systems that scale that work to a $20M+ portfolio.
I'm not a developer pretending to understand marketing. I'm a direct response copywriter who became Head of AI Strategy, then started shipping platforms because no one was building the ones I needed.
Every system on this site was built inside Claude Code. Frontends, backends, agents, skills, MCP integrations. One runtime, one builder, real receipts.
Real numbers from production systems.
Every number below ties to a system I shipped. No vanity metrics, no rounding tricks.
Eleven systems. Three continents. One builder.
Production platforms, internal tools, open-source templates, and the meta-tooling that ships them. Each one built on Claude Code.
Foxelli Studio
End-to-end AI ad production platform
Six months from blank repo to a platform the entire ads team uses every day. 26-workflow engine. Architected for 100 concurrent users.
LFSL Pipeline
Cold-outreach pack at scale across 16 expert frameworks
Cold-outreach pack in 60 minutes of human time. Copy delegated across 16 expert frameworks. Media produced at 60% under retail.
Cinematic Ad Pipeline
Single AI video ad spots, end-to-end, $3.16/spot
From product image to 720p cinematic ad spot in one orchestrated pipeline. Cross-scene face consistency, voice clone, and brand-fit ranker before delivery.
Cinematic Sites Pipeline
Transform any website into a cinematic experience, end-to-end
Brand analysis, AI-generated 3D hero animations, cinematic module library, Vercel deploy. Four steps, one command.
Skill Library
60+ custom Claude Code skills running production work
I don't just use AI. I build the skills that build the systems. The skills compound. So does the work.
Ad Professor
Strategy-first AI ad generator + competitor reverse engineering
Most AI ad generators are slot machines. Mine is grounded in 99 advertising principles, cross-validated against Ogilvy.
Agent Quintet
Five autonomous agents running B2B operations on cron
I got tired of running my own ops manually. So I built five agents who run them for me. They don't get tired. They don't forget.
Forge
AI content factory: from product photo to scheduled post
Open-sourced because the alternatives cost $200/month and produce slop. Mine produces work I'd actually post.
copyweb.io
Production marketing site, end-to-end self-built
Most 'founder portfolios' are Squarespace. Mine is the same Next.js + Supabase + Vercel + Resend stack I'd build for a paying client.
Mission Control
Internal pipeline ops dashboard
Real-time view of every prospect, deliverable, and stage in my business. Telegram pings when something needs attention.
The Canon
16 expert frameworks · ~280 evidence entries · weighted ranker
The substrate under everything I ship. Schwartz on awareness. Halbert on directness. Wiebe on voice of customer. Hormozi on offer construction.
From copy to code, across three continents.
Six years of direct response craft. Two years of production AI systems. The line between writing and shipping got thinner every year.
Direct response copywriter
Started here. Daily emails, push notifications, UX writing, and ad copy for a crypto gaming platform with 1.5M+ players. Two years of writing copy that had to convert or get killed. Learned which words made money and which got cut on Monday.
Senior copywriter → Head of AI Copy
Stepped up to senior copy across the Foxelli portfolio, with Hooks & Needles and Mindful Souls as my primary brands. Six months in I started using Claude in production workflows. Not as a drafting tool. As part of the actual output. Got promoted to lead a 5-person copy team through the AI transition.
Head of AI Strategy
Owned AI strategy across 7 DTC brands and a $20M+ combined portfolio. Built Foxelli Studio. Built copy agents deployed company-wide. Built research systems that turned customer surveys into AI-ready brand context. Architected for 100 concurrent users.
Founder
Custom AI marketing systems for DTC and CPG brands at $10M–$100M. Five-layer architecture: Context, Data, Intelligence, Agents, Commands. The team stays in the chair. Every output gets reviewed. The system gets smarter with every correction.
Five principles that decide what gets built and what doesn't.
Claude Code is the build environment, not the assistant.
Every system in this portfolio shipped through Claude Code. Frontends, backends, agents, skills, MCP integrations, CLIs. One runtime. Most people use AI to write code. I use it to ship systems.
Humans stay in the chair.
AI handles 90% of the heavy lifting. The human approves every output that touches a customer. Brand voice, creative instinct, customer empathy. Those don't get automated.
Every system gets a learning loop.
If it can't get smarter from the work, I haven't finished building it. Editor feedback, customer corrections, failed campaigns. All of it feeds back into the next pass.
Build the meta-tool.
Don't write a script when you can write the skill that writes the script. Don't write the skill when you can write the agent that picks the right skill. The leverage compounds.
Run AI economically.
All media generation routed through Kie.ai at ~60% under retail. Token discipline upstream: prompt caching, tight context windows, reuse over re-fetching. Cost-engineering an AI stack is engineering. I do both halves.
The runtime, the surfaces, and what's wired in.
Most portfolios list AI alongside React. Mine doesn't. AI is the layer everything else runs through.
The runtime, the surfaces, and what's wired in. Most portfolios list AI alongside React. Mine doesn't. AI is the layer everything runs through.
Runtime
- ▎Claude Code (primary)
- ▎Claude Agent SDK
- ▎60+ custom skills authored
- ▎Custom hooks + settings.json automation
Surfaces
- ▎VS Code (daily driver)
- ▎Google Antigravity
- ▎Terminal CLI
MCP servers wired
- ▎Supabase
- ▎n8n
- ▎Notion
- ▎GitHub
- ▎Firecrawl
- ▎Figma
- ▎Stitch
CLIs addressable
- ▎Codex
- ▎Gemini
- ▎NotebookLM
Verified by the people who built the tools.
Certifications, fluency, and the receipts that back the work. Issued by Anthropic — the lab whose tools I build on every day.