We have to admit it: we take everything into account, even your surprise. We love responsibility, scientific rigor, and method. We leave improvisation to the artists. We prefer the well-planned twist.

What’s beautiful isn’t what’s beautiful; what works, what excites, what speaks at first glance, is beautiful. For us, form—indeed, every form of communication—is important, just as substance is. Yes, we’re fascinated by successful campaigns.

We love details, the ones that make a difference even if no one notices them. Precision doesn’t mean boredom. It means respect for time, for work, for the viewer. Commas matter. Margins, too.