We are encouraged to believe that choice and options give us autonomy and help us shape our lives. But in reality, it’s making our lives more difficult, more complex.
Exhausted by the tyranny of options, we’ve grown cynical and dismissing, desensitised and even immune to advertising.
Therefore, my goal is to render advertising as something we need - something that confers real benefits instead of just interrupting. Rather than just selling products and services, it must also inspire, inform and entertain.