Jw.
Est. 1974 · Wilmington → Los Angeles · 100% artificial
Talk to the fake one · he doesn't sleep
justinwills.com · beta

Don't read
about me.
Ask me.

There's an AI version of me living on this page, trained on everything I've built, shipped, parked, and killed since 1997. It knows the whole story, including the parts a bio page would skip. Go ahead, it doesn't get tired of questions.

100% artificial Justin
The Twin · online
The TwinHey. I'm the Twin, the version of Justin that lives here. He's probably surfing, throwing pots, or at a tennis match. I'm not. Ask me anything.

// The Twin is an AI running on Justin's public story: the record below, his taste, his voice. The private stuff stays home. Don't be weird.

Field documentation · unretouched personality

The many Justins.

Justin in aviator glasses, mid-quality-control
The Creative Director
Justin conducting a very serious beverage review
The Focus Group
Justin with the head of security on his shoulders
Security Detail
Justin smiling in a Middle of Nowhere hat, allegedly the original
The Original (citation needed)

// One of these is the Twin. We won't say which.

The Record.
Everything, including the misses.

A bio page shows you the trophies. The record shows the work: dated, honest, wins and failures on the same books. This is what the Twin talks from.

1997
Cornell, Film
Where the whole "build things people gather around" thing started.
Origin
'00s
MassDistraction
A creative network, built before Society6. It didn't make it. The lessons did: they became Society6. The name survives as the bucket for art projects.
Failed
·
Comedy, on camera
A run at comedy, performance writing, being the guy in front of the lens. Educational. Also: failures.
Failed
2009
Society6
Co-founded. Millions of artists, billions in sales.
Exited
2019
Luna Luna
Ran the revival as COO: the buyback, the container pickup, the studio rebuild of the 1987 Haring / Dalí / Basquiat art park. Shareholder today.
Revived
2025
Quorum
A personal operating system: an AI exec team running the whole portfolio.
Running
2026
Arthouse
Artist-driven beverage brand. Every can is a gallery wall.
In flight
2026
SportsAgent AI
AI companion for youth sports families. Tennis-first at beta, every sport in sight.
In flight
·
Swellpoint
Surf brand study. Some things are allowed to just be love.
Simmering
2026
The Twin
You're talking to it.
This page

// The failures stay on the books next to the wins. That's the whole point of a record over a bio.

Reach the real one

// Goes straight to Justin. Artists, cans, youth sports, or something worth building: it gets read.