A "creativity lawyer" Gary represents clients in three primary areas: entertainment, intellectual property, and advertising and marketing regulation.

In the entertainment industry, he represents artists, managers, writers, producers, record labels and filmmakers. He negotiates publishing agreements, recording contracts, management agreements and producer agreements. He also assists clients with setting up appropriate business structures and protecting assets such as trademarks, copyrights and rights of publicity. He is a frequent speaker on issues related to new technologies and their impact on the entertainment industry and teaches a course at St. Louis University on copyright, music and new media.

In intellectual property, Gary helps clients acquire and protect trademarks, copyrights, patents, trade secrets, domain names and other intangible assets. He has also handled hundreds of intellectual property disputes, including litigation in federal courts around the country and in proceedings before the U.S. Patent & Trademark Office.

In advertising and marketing, Gary counsels agencies, retailers, manufacturers and other marketers on claim substantiation, testimonials and endorsements, sweepstakes, and social media promotions. He also advices clients regarding the acquisition and use of creative content (including music, photos, video, and user generated materials) for use in marketing campaigns. He has handled numerous false advertising cases and proceedings before the National Advertising Division of the Better Business Bureau.

In 2012, after 13 years of practicing law in large law firms, he founded a solo practice in St. Louis, MO.