I'm an Aussie based in San Francisco, working as a Creative Director at Goodby Silverstein & Partners.
For me, the most exciting thing about advertising today is that people aren’t forced to watch it or listen to it anymore. They can get ad-free subscriptions to nearly anything – shows, music, even YouTube.
I believe this fundamental shift in how people consume entertainment requires a fundamental change in how we advertise to them.
It means that if we want our work to work, we need to create campaigns that people seek out – ideas that capture their imagination or provide genuine utility.
Coincidentally, these are the kinds of things that I love to make.