Like any other art form, advertising at it’s best is fearless. It breaks down barriers, rebels against convention and creates new genres. We all know it when we see it and we are inexplicably drawn to what it’s selling. Like a force of nature.

But there’s a universe of difference between fearless and reckless, through the difference is often only obvious to the seasoned professional. In keeping with my creative philosophy, I allow myself the giddy, unfettered abandonment the concept process demands. From my experience those ideas generally show the promise of true staying power.

Because at the end of the day, only results count!