He started by publishing a Gossip Guide to his sexuality—a cheeky way to let friends know his secret. He then began sharing the vivid details of his story through a 44-episode memoir, published as one episode per day. Each episode combined visually-rich prose and stunning photography. He called the story Blue Babies Pink.
Within days, word began to spread. Though there was no advertising or major publicity, people began to share the story through social media. Thousands of readers tuned in, eagerly waiting for the daily installment to be released. Several readers called it "the Netflix of blogs."