We like to keep things simple. In an age of excessive protocol, we claim normality and a certain lightness. No grand speeches — no speeches at all, actually.

Go in the direction of good sense. Master avant-garde techniques so we can imagine anything, then use only what the project justifies. No shows of force.

The client is not king. Neither are we, for that matter. At the studio, good decisions answer to a single ruler: your user.