When it comes to the execution of a concept, I think of the big picture first down to the tiniest details to see it through to finish. What I value most is the creation of ideas that target a mindset, rather than categorizing people in terms of demographics. I am always looking for new insights into understanding how consumer behavior evolves. I love the process of figuring out a creative answer to a challenge in collaboration with a team. There is always a thoughtful and elegant way to talk to an audience. I use my experience in production, writing, and knowledge of consumer behavior to figure out the best way to do that.