“I believe an art director’s strength is the ability to creatively solve problems. Though my job may at times include graphic design, copy-writing, direction and production, my value is in the conceptual thinking and over-arching ideas I generate—ideas that build and evolve brands—ideas with an emotional connection to the audience. Of course, as many people in this profession would say, the term audience would imply that we have the consumer’s full attention. This is not the case. Ideas must smash through the clutter and engage the audience, through whatever mediums possible….Idea's should be simple but powerful. Nothing should be arbitrary. Anything more only serves to complicate and confuse the intended message. This is what I believe”.