The work needs to get out of your head and on to the table, and it needs to be done from the heart.

I'm hoping that I continue to be innovative on things that are tremendously visible and are still important projects.

You can build an ordinary hot dog stand or you can build a spectacular one, and you can do it sometimes without that much difference in money - if somebody thinks about it.

What happens is people - especially, I think, audiences in the United States - people confront new things a little bit afraid. It's like when you're a kid and your mother puts something on your plate you never ate before. I think that American audiences are very much like that, and when they can accept something new they can accept the next new thing, it's incredible. And what happens is that their expectation of what things should be is elevated, and that's really terrific for us.

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

I like what I do. So why would I want to stop doing it?

If I know something well, it no longer makes me say "wow" even if it's really terrific, even if it's a great iteration of it, because I know it well.