One of the nice things about doing these interviews is getting to know people who you’ve only previously knew though their work.

So, when I write one of these intros I try to reflect on what I’ve learnt about the interviewee, to capture the characteristics that have helped them create such great work and succeed in such a competitive business.

But as different as they all are, they all share the same characteristic; They care.

When they commit, they’re all in.

Whether making an ad or a cup of tea they want it to be as good as possible.

They keep pushing when others decide ‘that’ll do’.

A few years back, a friend of mine wandered into Adrian’s office to leave a message, he found that the desk was filled with random sets of letters and numbers.

Some were ticked, some crossed and one had a question mark.

He stood there looking at them trying to figure out what fiendish creativity was going on.

Until, a few weeks later, when he bumped into Adrian, who’d just taken delivery of his new BMW, it turned out that Adrian had been trying to pick the most visually pleasing arrangement of letters and numbers before committing to a number plate.

Then there was the time that Adrian, irritated at having to fold his copy of Campaign to fit into his briefcase, found someone to make him a new, bespoke briefcase, unfolded Campaign size.

Also, you’ll notice something different when you look through Adrian’s work, along with the names of the agencies and clients, you’ll also see the year it ran, the art director, director, illustrator, photographer and typographer.

You’ll see subheads.

You won’t hear the sound of my phone beeping or Adrian not being able to recall a Creative Directors name. (It was edited, re-recorded and fixed.)

And at the end of this post you’ll see an article titled ‘My Portfolio’, look closely at the first line and you’ll notice that the word firing’ is fractionally bolder than the rest, that’s because underneath is the word ‘giving’, Campaign had misquoted him, Adrian and his scalpel fixed it.

I’m not sure you can learn to care passionately about the details, but if you do, your work be better for it.