Right, but were you just like, I don't know, frustrated at a whole code and you wanted to like do your own thing or did a client say, hey, we'll pay you a lot of money if you...

All right, so let me get into the origin and what happened there.

I grew up in a small town outside of Oakland, California, and I've always been a scrappy individual.

And I got kicked out of high school a month before I graduated and became a teamster, worked the graveyard shift for like eight years.

But I've always believed that I had this creative drive.

And one night while sitting on a forklift in the middle of a cold warehouse, I decided to go back to school, get my degree.

And I graduated from the Academy of Art College in San Francisco with a degree in advertising.

How do you think about that? Assuming that the case could be made, the financial case could be made, would you want to make david and goliath bigger would you want to make david into a

Can you break it down for us how this opportunity came across your desk?

Yeah.

Um, you know, just as an agency with a, a really distinct mission, name and mission, David&Goliath, we're always looking for, um, brands that, that are unafraid to take on their Goliaths, right? And doing it for many years for, for, for Kia Motors, of course, and, and other brands as well, but we're always looking for Goliaths, you know? And, and when you get to that point where you're running towards Goliaths as opposed to running away from it, it really starts to open up opportunities.

And so got a call from a really good friend of mine, uh, who basically said, "I've got, um, an amazing opportunity for you and the agency 'cause I know who you are, I know what you stand for, I know your culture," and, um, it's called 9/11 Day.

And these two founders, uh, David Payne and Jay Winuk, are just incredible human beings, and, um, Jay lost his brother in 9/11.

And, and what they decided six months after the, that day was rather than, um, mourn in a traditional sense, find something good that they can take from it.

And one, one of the things that we all sort of noticed that day, and I experienced it, I was ...

So I wonder, like, how, how has the agency approached such important work and knowing that, like, this isn't, this isn't your typical client relationship?