Earning the work demands work; taking risks, investing one’s own resources, pushing the limits of the possible to show brands and prospective partners what they’re missing out on. The advertising industry is at times beholden to trends, conventions. staid aesthetic sensibilities. With so much money and reputation on the line, there doesn’t always seem to be much room for daring.

What makes advertising work has traditionally been the ability to communicate that the solution to a customer’s need just so happens to be your client’s brand and if you can grab the consumer’s attention, pointing out a need she doesn’t even realise she has, then you’re in that sweet-spot of relevance.

Fast-forward to internet 2.0, where YouTube dwarfs CBS. Digital media is tearing down the geographical and physical barriers that once protected legacy media. In this semiotic wild-west, brands–large and small–compete for the same finite human attention; it’s a communications arms race and the typical human being is exposed to an average of 250 images per day. That's over 91,000 images a year. 

It gets more daunting: social media, an ecosystem of content, likes and follows. Here is where the masses go to see and be seen; what they want to see is themselves in the brands they choose to shop.