Concept-first campaigns built around one clear idea, carried from spark to execution. They need messages that are powerful and easy to remember. I create concepts that always keep this in mind as we all are super busy and easliy to distract. It has to visually and emotionally resonate with the audience in order to have an effect. Statefree's 5-year anniversary campaign, built around the line "Stateless change starts with a movement." is a good example of an idea designed to hold across every asset.