The first ad I ever felt like I related to was a
2008 Version Wireless commercial

Not because it was groundbreaking and changed the name of the game, but because it just felt real. It didn’t try too hard, it just reflected a moment that felt familiar.

And today, it's important to make work that just feels real.

My path leading me to this spot wasn't all sunshine and rainbows, but I strive to make work that feels genuine and authentic - that it should just fit into a person's life.

So, that's why I do strategy - to make a complicated world feel as real as possible.