01
I research before I create.
I don't like creating blindly.
Before I write a line, build a visual, or touch an edit, I want to understand what I'm working with.
I research the brand. I research the audience. I look at what competitors are doing, what has worked before, what hasn't, and what the campaign is actually trying to achieve.
Because the work can look incredible and still fail if it was built around the wrong idea.
I put the effort in before the audience ever sees the work.




