Like most people, I'd rather skip an ad than watch it. I force-watch ads for five seconds on YouTube and force-listen to the Jardiance jingle in the sea of pharmaceutical ads between Padres games. I will however, voluntarily watch Super Bowl ads and you better believe I'm using those one-time 15% off codes you get when you sign up for email. But for the most part... ads just get in the way! 

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I work in advertising because I love a challenge. How do you get someone whose first instinct is to mute you, skip you, or groan at you to slightly smirk, blow a little laugh-air through their nose or even, dare I say, buy what you're selling? That's what I like. And I'm not interested in doing it in a way that's manipulative like those creeps who created the infinite scroll.

 

My main goal is to make ads that respect people's time. Give them the best 15 seconds of hell of their lives. I want to make ads super clear and hit on a specific, yet undeniable consumer insight. Bonus points if it makes people smile. And I think the best way to do that, is by having fun with my team while making them. If we're not having fun, no one will!