I came up in advertising during the last gasp of the 90s internet gold rush; wide-eyed, a little reckless, and lucky enough to land at TBWA/Tequila in Madrid, Spain, right as the industry was trying to figure out how digital, direct marketing, events, and traditional advertising could all be part of the same band. I fell in love with campaigns that played all of them at once; ideas so well-placed they felt like magic tricks. Years at some of the world's best agencies taught me the same lesson every time: the strongest concepts don't need elaborate productions. They need the right surface. Simplicity with precision beats complexity with budget, every time. In 2014 I co-founded Salta With Us (Salta for friends) with a clear manifesto: Idea-First, Channel-Agnostic, and exclusively in service of organizations doing something good in the world. Local governments, environmental groups, public health campaigns, education advocates. We call it Good Work for Good People. Because if ideas can change the world, we'd better make sure ours are pointed in the right direction. I still enjoy spending my creative energy exploring the edges of a brief, looking for the place where the angle is sharpest and the leverage is greatest. And yes, we won a Shorty Award Bronze for it. The category? On a Shoestring. Honestly, the most on-brand award we could have received.