You’re probably wondering…

How did I end up here?

Well, it was the summer of 2007. Hannah Montana had just aired its first season, Chocolate Rain was released on YouTube, and MSN was more popular than ever.

Hiding away from the blistering rays of the sun on a 32-degree Saturday afternoon, a 7-year-old Gid stumbled upon something that changed the trajectory of his entire life.

Why, of course, the D&AD Black Pencil-winning campaign, “The Guardian Relaunch issue”.

I threw my father’s mechanical keyboard to the side, jumped out of his ergonomic chair and shouted down the corridor, “Papa! I shall make ads.”

Since then, I’ve made a short film with Jeremy Irons, sent a big 🖕 to Unicode and turned retired wind turbines into surfboards.