>> What we do is observation.
It's our history.
Right and that really was interesting and sort of an epiphany I had I think
like ten years after I graduated.
Yeah. So our history was, when you start looking at the masters in [inaudible]
or Monet even George O'Keefe, you know you started looking at these now you begin
to realize that were parts of schools of thought.
These were parts of these schools and then what they were doing is they were learning the rules
and then once they learned the rules, they were able to break the rules and that's
to me something I always tell everybody from, once I had that moment where it's
like they were learning the rules before they broke the rules and so when we look at,
when we look at fine art and we look at communication design or billboards or magazines
or any advertisement, in art the artist has created something for you to react to whether
that be it looks blue, does he feel sad or happy or whatever.
You know, what we do in that community and we do an advertising marketing very similar
since that we're causing you to have a reaction,
but this reaction is for you to go and buy something.
You know so we have a very, [laughter] we have a very specific intent
with what we want you to do.
So to me I saw that correlation in our history.