I am obsessed by game changing ideas, over my professional career I have developed a clear mantra by which I live my creative life. All my work is ideas focused and developed from a clear and concise creative concept. I still get the same euphoric feeling from great ideas as when I first took my first steps in university. It’s this feeling that allows me to fall in love with the profession over and over, and it is the same feeling that I wish to evoke in the people with my work.