How I think about the work

Three things I always come back to. The insight is the foundation, the gap between what a category assumes and what the audience actually feels, the thing a brief should be built on, not added to. When the insight is real, the work doesn't have to perform relevance, because the relevance is already there.

The story is what makes the insight a place the audience wants to step into rather than a message they have to receive. The best brand work treats the product as the emotional draw for the audience, not the subject of the campaign, which is why a handbag campaign is never really about the handbag.

And the icon is what compounds over time, the thing you stop reinventing around long enough that the audience can start to see it as a signal rather than a product. Restraint is the creative tool. Rigor is what makes the restraint credible.