It's very demeaning that we have to put on a show to prove that we know how to put on a show.

There's an independence to surfing, it's just you and the ocean. There aren't a bunch of rules.

Telling stories on behalf of brands is what I've done all my life.

Creative people are 50% ego and 50% insecurity.

If you'd put it in a Powerpoint deck don't put it in your ad

TV spots are short. If you can't hold folks' attention for 20 seconds before revealing the brand, find another line of work.

If it's been done, do it better. If it hasn't been done, do it so well that better is not an option.