Advertising. PR. Short films. Interactive. We use them all. We can be funny. We can be serious. We can inspire. But overall we believe people connect more through emotion than logic. A golfer wouldn’t play 18 holes hitting just one club. A carpenter wouldn’t build a house with just a hammer. We are masters of all the clubs in our bag, all the tools in our box, all the metaphors you need. The important thing is that we want to have a clear goal of what we are trying to communicate. Who are we trying to reach? What do we want them to do after we get their attention? It seems simple, but too often people forget to make basic preparations before setting out. We don’t. We are disciplined. Without discipline, you don’t get anywhere. We are experts at telling complex stories to sophisticated audiences. We don’t believe in dumbing down work.