"You should feel something."
Great advertising elicits visceral response that is magnetic to its audience. Should thrives to be inspiring, authentic, and relevant. With the emotional relatability to influences the broader culture and make an impact.
Essentially, this is the challenge with every project and as a creative lead I have worked to deliver uniquely artful vision that can capture the imagination. Never settling for the same old tricks. Always looking for fresh and creative ways to make an impact and push the perspective.