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 social activation—should be an honest story about the brand that should be as fun or interesting to enjoy as it was to make.
My client roster is across the spectrum, from big guys like McDonald's, Purina, and The Navy, to smaller local brands, and everything in between.
Currently working with a dream team at Edelman.