My philosophy is a simple one. I aim to create groundbreaking work that serves two goals. Work that works and work that’s wanted. First and foremost, it must be work that works. Work that moves the needle. Work that is measurable, results-oriented, and open to optimization. But equally important, it must be work that is wanted. No matter how effective an execution is, if it is not wanted by the world, it’s just more noise. I work to create ideas that the world talks about. That create earned media. That infiltrate culture and become phenomena unto themselves.