more brands that understand their cultural power and use it for good. At this point, plenty of people probably trust their favourite brand more than their own government. But that also means people expect more—and they’re not shy about saying when something misses. My goal is twofold: firstly, help brands use their platform for good and build authentic, lasting relationships. Secondly - to make ads cool again: creatively interesting, craft-driven work that feels like art, not noise.