THE TEN
COMMANDMENTS

of Creative Communication

aspiration and the art of creating amidst chaos

Thou ShalT NotMILK A DEAD COW

go from wooing to wowing

Venn diagram of creative storytelling: the overlap of what the brand wants to say, what the audience wants to hear and what the category has not yet said

Thou ShalT NoTSPEAK BEFORE THOU LISTENEST

Thou ShalT BETRUE TO THYSELF!

Brunch campaign visual carrying the line “brunch into sunday”
Brunch campaign visual carrying the line “a sunday made for brunch”

brand first, trend next!

Comic-style illustration of a client taking over the kitchen from the chef they hired, with a speech bubble

Thou ShalT NOTHIRE A CHEF,THEN COOK BY THYSELF

Days of Joy campaign artwork produced from a thorough client brief

Thou ShalTGET MORE BY GIVING MORE

Thou ShalT BUILDCATHEDRALS, NOT
COWSHEDS!

Thou ShalTTALK, WALK &BREATHE LUXURY

Thou ShalT LEARNTHE LANGUAGE OF
YOUR TRIBE

View Jargon Cheatsheet
Case study still showing AI-assisted craft guided by an art director's judgement

Thou ShalT NOTMISTAKE THE PAINTBRUSH
FOR THE ARTIST!

Epic battle scene illustrating the agency and client fighting on the same side instead of against each other

Thou ShalT NoTBATTLE THINE OWN ARMY

Download Agency BFF Guide!