I love the big scale and immediate impact of posters. They're my favourite things to design.

Marketing is a necessary part of the creative process.

My fear is that when you become an expert in anything then the expectation somehow makes you ordinary, in a way, because you become the firm that does that, or you become the person that does that. You really need to change the form to make the discovery.

Find out what the next thing is that you can push, that you can invent, that you can be ignorant about, that you can be arrogant about, that you can fail with, and that you can be a fool with. Because in the end, that's how you grow.

What makes me say "wow" is usually something I haven't encountered, in a new way... something I haven't encountered before or something I have encountered that I see in a new way.

Creativity isn't about the advantage or disadvantage of a specific time or culture. Creativity is something that comes internally from a human being having a genuine mistrust of rules. And that may be the constant. It's almost like there's some rebellion in it.

What you do is look at yourself and find your own way to address the fact that the times have changed and that you have to pay attention. You can't be a designer and say, "Oh, this is timeless".