Something a little personal: Growing up, I was always obsessed with the world of advertising – from being glued to the TV while watching Bewitched to all the wonderful messages from the brands I admired most. adidas has always been one of those brands. Their ‘I Want I Can’ campaign from the mid-80s was so strong that it stuck with me to this day. I still recall their ‘I Want I Can’ sticker proudly stuck up on my bedroom wall right next to a Ferrari Testarossa poster and some magazine cut outs. Being asked to write the material for the ZX Flux I Want I Can pack was one of the greatest privileges in my career. Although this was just a small piece from the brand, it was a significant accomplishment for me to write the reboot for something that inspired my obsession with advertising growing up as a kid. I can only hope that this line will inspire the next generation of copywriters in a few decades time.