Every family has that one engineer who breaks the mould and joins the creative industry. In my family, that’s me.

Here’s what my mentor taught me:

Your art should make people move. Shock them. Surprise them. Make them smile. Your work must evoke something in the people it’s meant for. Don’t give them things they’ve already seen a hundred times. Ask yourself this instead: If I randomly saw this on social media, would I share it?

Tell stories. And never write ads that scream, “I’m an ad.”.