Look, architecture has a lot of places to hide behind, a lot of excuses. 'The client made me do this.' 'The city made me do this.' 'Oh, the budget.' I don't believe that anymore.
I wrote the Brotherhood song for no money out of my deep feelings about humanity, and because I was flattered that whatever talents I had, had been recognized.
Advertisers and marketers should be looking to bring new experiences to different parts of the brain. It's a more profound idea than just dropping a billboard into a video game.