Our understanding of the “light side” – the side of a person we can all see from our fixed viewpoint – has been defined, refined and confined by a set of processes that inevitably lead to a finite number of answers.Maybe that’s why 90% of brands seem to share the same set of values, the same personality, the same position.From how we build brands, how we tell their stories, to how we help people access them – it’s time to look in fresh places, through new lenses.With vast experience in Creative Direction, Creative Strategy, Concept and campaign development, and copywriting, I'd be delighted to bring these optics to your next project!