I look for the behaviours everyone sees, but nobody notices. That's usually where the best brand ideas are hiding.

Over the last 17 years, I've helped teams turn overlooked behaviours into brand ideas, and surprising ideas into effective ones.

I've done that at agencies including Ogilvy One, Grey, Saatchi & Saatchi and DDB 22 feet, creating work for brands that wanted to move people, not just metrics.