the job of creative is to communicate the brand’s personality to the consumer, memorably and consistently. when it’s right, consumers remember the brand and consequently the product when they’re ready to buy. simply, if we’re not selling, the creative isn’t working. the creative process is rigorous. i approach the work first with intelligence then with a reckless abandon. once i understand the consensus strategy, the objectives of the strategy, the personality of the brand, and of course everything i can learn about the client’s & competition’s wares, i then sit in front of the proverbial blank screen and begin to build the magic that motivates consumers.