‘Art Director’ is the most inflated job title ever, if you think about it. I get a lot wow’s when I say it. But if you’ve flipped through this book, nothing belongs in a gallery haha. It's confusing, sometimes even for me.

So let me explain what I actually do.

I value originality in ideas, excellence in its execution, and relevance to culture. I'm comfortable being a challenger, drawn to underdog stories, challenger brands, and newly formed teams. The ones with the most to prove and the grit to achieve it are the ones who will.

That’s why I often join agencies that are hungry to make a dent. Making a point and making everybody listen is the most satisfying win ever.

And if I have to earn that with the most pretentious job title ever, the only way is to create work that’s more art than ad.