Ads look like ads.

Creatives make memes about clients while still living for their approval.

We all too often end up following the same path.

We're all following the path to the top.

Truth is, innovation happens off commonplaces. So I stray.

To stray is to look where everybody is going

Arrow pointing down to the rightanimated arrow
...and head the other way.

Jump into the unknown.
Welcome the unexpected.
Gaze at details. Adapt.
Step back. Readapt.

Straying isn't aimless wandering.
It's choosing your own direction.
It's rejecting the line everyone else draws.
It's leaning into friction.

Because every brief says “follow this route”.
But the best ideas are built on detours.

This is why I stray.