In advertising, you don’t just sit in a room and think up stuff. Once you’ve thunk it up you have to go out into the world and make it.
Over the years I’ve helicoptered onto a glacier to film snowboarders weaving downhill on virgin powder. I flew to Prague to film fashion models create beautiful kaleidoscopic patterns on the studio floor. On the salt flats in Utah, I saw the Milky Way so clearly in the night sky it was as if I were looking through a telescope. At a breathtaking national park in Canada, the park service threatened to throw us out of the country because one of the creatives peed in the woods. (Fucking Americans!)
No matter where you go in your career, please take the time to look away from the video monitors and look around you. Really look around. Look at where you are. Look at who you’re with. And look at what you’re all accomplishing together.
For me, those pictures live much longer than any ad I’ve ever done.