They said the brief was 'open.' It was a cage.

We wrote strategy to sound smart. Not to work.

The real brief? Protect the brand. At all costs.

Creatives weren’t invited to the table — they were handed scraps.

This wasn’t collaboration. It was containment.

Strategy isn't safety. It's a weapon. Use it wrong, you cut yourself.

But agencies pad it. Layer it. Wrap it in buzzwords.

Then wonder why the work dies in review.

Good strategy is uncomfortable. It points. It dares. It demands.

Comfort kills clarity.

Make it pop. Add more energy. Can we push this?

It feels too smart. It feels too edgy. It feels... like work.

This feedback isn't notes. It's fear in disguise.

Every round of feedback chips away at the original voice.

Eventually, it’s just noise dressed in Helvetica.

There are more ideas in archive folders than in campaigns.

Killed by politics. Buried by process.

Creativity wasn't the problem. Approval was.

PowerPoint is where good ideas go to die.

But sometimes, they leak.

Awards don’t validate ideas. They validate politics.

We don’t make work for juries. We make it for people.

But too often, people come last.

Case study videos are fiction dressed as performance.

You can't trophy your way to truth.

Brands don’t participate in culture. They parasitize it.

They speak in the language of moments they don’t understand.

Slang, slang, hashtag. Like bait with no hook.

If you're not making culture, you're borrowing relevance on credit.

The portfolio is full. But the truth is empty.

We design for awards, not for impact.

The ghost project is beautiful — and useless.

If no one saw it, did it exist?

Hours wasted in the name of alignment.

The idea walked in sharp — it left watered down.

We talk so much, we forget to make.

Creativity doesn’t need consensus. It needs conviction.