My mom always lures me in to visit her with “I have cooked something for you.” And every time I go, it’s never “something”, it’s always lots of things. Two salads, three main courses and two desserts. The woman has obviously discovered portfolio diversification and risk minimization in the universe of mother–son communication. 

 

It’s the same with TV ads. Creative content is a big feast, and directing is just one dish of it. Different business problems require different solutions, in different media formats. And they all have to be tasty in their own different way. 

 

From TV scripts, through flash mobs, concert events, digital applications and product amplifications, I love coming up with ideas, that provoke appetite. Some are all time favorites, others are brand new and still hot. Bon appetite.