 It's been consistently doing great work for such a sustained period of time. There's very few brands that can say that and do that. I think that's what makes it sort of a standout brand. I think when we're always trying to find a simple answer to a creative problem because the likelihood of work standing out has direct correlation to how simple it is. And I think that that consistency in simplicity has allowed the work to sort of rise above that of other work consistently for decades. My earliest recollection is definitely the iPod work and the Silhouettes campaign because when I was living in London at the time and it was everywhere and it was just part of culture and part of life because the way the media was bought and the simplicity and the iconic nature of those posters was just phenomenal and you sort of felt surrounded by it and I think obviously the world's moved on and the world's changed but I think that campaign in all the media it lived in I think is the one that sort of made my eyes open to what Apple really wants. I mean it was effortless in its execution. You didn't feel like you were looking at anything that even resembled marketing yet at the same time the entire idea of a black, of that sort of silhouette color contrasting those white cords down into this white iPod was a beautiful and very direct sort of expression of how you put product at the very center of a creative idea. My earliest recollection of my connection with Apple ads was I was a senior in college and I remember watching, seeing on TV this black and white commercial of these luminaries with this just amazing kind of perspective on creativity over the top of it, I think different and I remember being so touched as just as a creative and just associating myself and seeing myself so much in who I wanted to be in those words and in that statement and I remember thinking like how amazing it would have to be to be able to work on that brand and to be able to do those ads. Fast forward to getting a job at Shiet and where my office sat at Shiet at the time just kind of off to one side we had a home board in the agency that we just cycled through creative as it was out into the world they put it up in the agency and Silhouettes went up there and then another Silhouettes went up and then another one as just the next iteration of Silhouettes came in to be and I was so envious of that work and to be honest with you still remain in awe of that work and if you think like if I think what is a motivation for me it's always to come in to work and to do for Apple something that was just so cultural and beautiful and effortless