It’s my natural inclination to rebel against everything.
Part of it’s being an ad creative constantly on the lookout to subvert and surprise. People seem to like that.
Part of it too is being Irish. We make great rebels. We are vindictive and prone to acts of passionate rage. Perfect!
But also it’s important because that’s where the best ideas come from: fundamental dissatisfactions.
I vividly remember having a long list of things that i wanted to see rectified in advertising.
And then getting the opportunity to gradually have those grudges settled via my work. It was enormously gratifying.
But then I ran out things that pissed me off.
And my work kind of suffered as a result.
And it took me a couple of years to accrue a new list of things that pissed me off.
I was back in action.