My understanding of the role of an art director could be compared to that of a chef: putting together ingredients to produce a full menu. Fusing parts as a whole. An art director must also appreciate the written content as much as visual, taking on the role of a storyteller, marrying together words and imagery, creating structure and order through layout and typography, resulting in the ease of the audience’s understanding. Breaking through every cliché. Even this one. That's what I try with my work.