Over the past 25 years, I’ve had the opportunity to work with global brands, lead international creative teams and explore ideas across advertising, film, design, technology and art. Along the way, I’ve realised that while every project is different, the principles behind meaningful creative work are remarkably consistent.

These aren’t universal rules or a formula for success. They’re simply the five principles that have shaped the way I think, create and lead. They’ve been refined through experience, influenced by cinema, psychology, architecture, popular culture and years of building narratives for brands that wanted to create more than just attention.

These five principles have become the foundation of my creative thinking. They shape every project I take on, from finding the right strategic opportunity to creating experiences and images that stay with people long after the campaign has ended.

I believe that the best ideas come working closely together. There should be no guardian of the creative idea. Teams should work transparently and regularly share with clients what is being developed. The result will be that a client allows the creatives to jump higher.

Clients have to be confronted with the truth. It is worth taking the uncomfortable path to create something really meaningful, helpful and innovative. No briefing should be implemented blindly. Trust in trends, data and research.

To be a strong brand, you have to have a unique selling proposition. A North Star that you follow. If you do that consistently, others will follow you.

Sometimes we are afraid of the power of thoughts. Of the implementation. Too expensive? Too big? Too radical? If it feels right and good, you should do it. Without hurdles in the head.

Joseph Beuys once said this. It describes the important idea for creatives that if you need time off from work, something is wrong. It is much more important to find and allow personal freedom in order to experience creation independently of business and to make it possible.