Where every campaign actually begins...

There’s this assumption that campaigns start with a big idea. Like a *lightbulb* moment. Everything clicks, and off you go… But really it’s usually much quieter than that.

Most of the time, it starts with a question.What are we trying to say? What actually matters here?And how do we make it feel like us?

That’s the part I really love. The early thinking. When it’s still a bit messy, a bit open, and you’re figuring out what direction feels right before anything is locked in.

For me, it’s not just about coming up with something that looks good. It has to make sense for the brand, for the customer, and for where it’s going to live. An idea might feel exciting in isolation, but if it doesn’t hold up across in-store, social, digital… it’s not the one.

So a lot of that early stage is shaping; pulling references, writing things down that almost make sense. Saying things out loud and then immediately changing them.

I'm learning that it’s less “big reveal” and more slow build.

And I think that’s why I enjoy it so much.

Because when you get it right, everything that comes after feels a lot easier.