We aren't defined by a medium. We're defined by ideas. And an idea, in its purest form, is but a phantom. It can come out of nowhere. Take any form or format. Some ideas take the shape of a 20-storey skyrise built on a human need. Some take the form of a 20-second Instagram reel for a fashion brand. Some become a love song written by an algorithm. Some become a manifesto for a University that doesn’t like advertising.

Whatever the idea is, our job is to hunt it. Drag it out of the mist. Define its contours. Give it teeth. And release it into a world that's too busy scrolling to suspect that their attention is just about to be ambushed.