Meet the
head rooster.

Before the rooster

My background is in advertising and film production, where creativity and logistics spend a great deal of time negotiating with each other.

I’ve produced commercials for Apple, Nissan, Toyota, IBM and Ford, and worked alongside directors including David Fincher, Michael Bay, Spike Jonze and Antoine Fuqua. My Apple experience stretched from the first iMac through the iPod, during Steve Jobs’s second and, to my mind, most innovative era. Somewhere along the way, I also worked on the ride film for Star Trek: The Experience. A fairly literal departure from the usual commute.

Production teaches you to listen carefully, think on your feet and keep your sense of humor when the plan develops a sense of humor of its own.

It also teaches you that a beautiful idea still needs someone to answer the phone and get it done.

Big ideas.
Actual wheels.

I spent eight years at Quixote Studios, leading transportation and becoming Vice President. It was a business of moving parts, in every sense.

In 2007, I designed and built the Verde, an environmentally conscious production motorhome. That work grew to include the fully solar-powered Production Verde and iCoach.

I liked the challenge: take something familiar, question the assumptions and build a better version. Then make sure it works outside the presentation.

That last part matters.

And then there
was Jackknife

I co-founded Jackknife with David Max: folding stands for musicians and artists, built around a simple proposition. Something useful should also be thoughtfully designed.

A stand has a fairly straightforward job. Hold the thing. Don’t fall over. Ideally, look good doing it.

JACKKNIFE / TAKE A CLOSER LOOK ↗

Turning that brief into a patented product was rather less straightforward. It brought together design, prototypes, manufacturing and the business of explaining why something deserves to exist.

My involvement extended to the Jackknife website, including design, writing, photography and creative direction. Being on both sides of that process gave me a useful perspective: a business owner needs a website that understands the product, tells the story and helps people take the next step.

You can take a look at Jackknife here ↗.

Why rooster?

On Kauaʻi, a rooster hardly needs an introduction. But mine goes back a few years, to dawn patrol surf sessions with my friend PJ.

I’d turn up to pick him up. PJ would still be asleep. His wife, Emily, would be the one I woke up. Apparently, I’d become the household rooster.

Emily gave me the nickname. I can’t really argue with her reasoning.

With a last name like Roodman, “Rooster” wasn’t much of a stretch. Add an island where roosters are practically the unofficial welcoming committee, and the name felt right at home.

So there you have it. A little Kauaʻi, a little Roodman and a woman who would have preferred a little more sleep.

So why
Rooster Collective?

Because I enjoy helping people who are good at something show the world what they do.

The landscaper whose work speaks for itself, but could use somewhere to speak online. The craftsperson with a phone full of beautiful projects. The small business owner who has been meaning to sort out the website since approximately forever.

I bring the eye of a producer, the instincts of a maker and a healthy appreciation for a clear plan.

You work directly with me. I bring in collaborators when the project calls for them. That’s the collective. You won’t need an organizational chart.

Currently: Kauaʻi

I’m based in Princeville, where I surf, paddle canoe and make things out of wood. I find all three are good at reminding you that enthusiasm and technique are separate qualifications.

Rooster Collective brings together the parts of my working life I enjoy most: good people, interesting problems and the satisfaction of making something work beautifully.

I take the work seriously. I think we should enjoy doing it.

Tell me what you’re making. Let’s get it out into the world.