Creativity is what moves people into action.

Creativity is imagination brought to life. It wakes up our emotions — emotions put us in motion.

We find creativity in music, books, movies, paintings, and even on bathroom doors.

I find it in advertising, a very special form of creativity.

In advertising, we connect brands with people and make them laugh, look, listen. But most of all, we make them care.

Advertising is creativity personalized to an audience, to a group of people with shared needs and interests. The keyword there is “personalized”. Brand creativity has to be personal, it has to be relevant, and it has to connect.

As a Multicultural Creative Director, it is my job (which I enjoy so much that it doesn’t feel like a job) to connect brands with audiences from various cultural backgrounds.

We live in an era of cultural plurality. Understanding culture shows that a brand cares. Communicating through creativity is what makes people care.