We kicked off 2018 with work on a new campaign focused on celebrating female friendship. Fun, right? That discovery process gave way to one simple ethos: don’t over-simplify your audience! It’s easy to fall back on demographics and age brackets, but at the end of the day, you have to honor the complexity of the lived experience if you want to really connect. To borrow from one of our favorite brands, Everlane— you’ve got to keep it 100% human.