I’m a bit obsessed with change
After 15 years working as a graphic designer and advertising creative, I’ve come to love change. Behaviour change, that is.
All forms of commercial creativity – be they videos, posters, websites, apps and so on, seek to make people do something different. This is usually attempted via ‘The Big Idea’. The pinnacle of achievement in ad agencies the world over, The Big Idea is revered as almost mystical in its ability to bring about a seismic shift in consumer behaviour. I love crafting big ideas, with a twist.
Solutions grounded in psychology
Understanding the inner workings of the human mind has been something of an obsession for me over the last five years. Extensive and continuous study of the cognition science fields – behavioural economics, choice architecture and cognitive biases to name a few – has given me a greater understanding of how we assess, interpret and analyse our world.
Understand people, improve lives
I firmly believe that a behavioural solution exists for almost any issue, from lagging toothbrush sales to world poverty.