Shocking is easy. Shockingly brilliant, a bit more challenging.
There's an independence to surfing, it's just you and the ocean. There aren't a bunch of rules.
Most ideas are a bit scary, and if an idea isn't scary, it's not an idea at all.
A thing that most creatives don't do well is that you've gotta learn to listen.
Managing brands is going to be more and more about trying to manage everything that your company does.
Telling stories on behalf of brands is what I've done all my life.