As a visual guy, this Stephen Fry quote sticks with me:
"A true thing, poorly expressed, is a lie."
A great idea should not only justify how the client feels about it, and more importantly, how we as creatives truly feel about it. Whatever form or medium that expresses that super interesting idea—be it film, a digital experience, or a single social post—it should be an honest story about the brand that just happens to be goddamn entertaining.
My client roster is across the spectrum, from big guys like McDonald's & Purina, CPG brands, government agencies, and everything in-between.
Currently working with a dream team at Edelman.