The world needs creators more than ever, but many have lost the essence of what it is to be creative. Too often creators are too focussed on justifying their work than the quality of the work itself.

Today, the majority of brand teams are driven toward providing good-looking marketing data for their leadership. Inevitably this strategy competes with what quality creative is all about; inspiring your customers, exciting your workforce, and making the hair on the back of your neck stand up.

I build brands that are contraflow; they never adhere to the zeitgeist and they move the needle of what is expected of a brand. I am not interested in work that blends in, I am devoted to work that investigates the frontier of its industry with the intention of carving out new perceptions of what good looks like.
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Success is the pursuit of the "oh that's clever" effect.