Video by processthepodcast

We start with what is the story we are telling? Everything is led off of social. So we're not looking at like what campaign images do we put into social before we shoot a campaign. We're talking about social and email follows social. So everything comes from there. And actually, we don't even really start in a grid anymore. We start with what is the story we are telling?

And then we literally bullet point it. And I'm in those meetings of like, okay, we need to explain what tubing is. We need to show how this wears in steam or in humidity. We need to show this on different eye types. We need to show video application. Like it is a long list. Then what everybody does is they go back to their corners and I'll pull like hundreds of

references of ways of doing things. None of them are in beauty. It's always like, here's an Ikea commercial from 1994 that I think is such an interesting way of showing this.