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For LA-based creative director at TBWA Media Arts Lab Rohit Thawani, the perfect project isn’t afraid to be a little confrontational. “As a kid, my personality was built around provoking my friends and classmates. As an adult, it still is,” Thawani told Adweek.
“My ideal project is one which looks for creative that appeals to my own sensibilities—to make thumbs stop and jaws drop,” he explained. “I want to earn the green light to make work that makes people uncomfortable—and possibly question the entirety of what they know to be good and true and reasonable.”
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