[laughs] So with 75,000 subscribers, which is so crazy, and a reputation built on thinking about images, not just making them, what is the question that you're trying to answer with all the writing that you're doing? Is it more of a personal diary and it's just gone viral enough that you're n- you now are ranking as one of the top Substackers, or is it something more than that and you're, like, trying to answer a question within the visual identity breakdowns that you're doing?

I think it's been evolving.

First, I started because of two re- well, three reasons.

First of all, it was just the urge to write.

When I have an urge to do something, I just do it immediately.

Then the second thing is I had a lot of people asking me about what I do as an art director, especially people I went to school with.

And I think a misconception about art direction is that it's graphic design, but actually, I wasn't doing any graphic design.

Yeah