The brief is...

The brief is to say stop, I can't create any more

The brief is to allow yourself space to recharge and rest

The brief is to set boundaries with anything and anyone that is unsettling you and your peace

The brief is to put your values first, always

The brief is to understand that you produce your best work when your physical and mental health is attended to

That is the best piece of work you can do for yourself

There is not a single job description in the ad industry that doesn't have the line "copes with high-pressure situations" or a similar version of it. It is for some reason have been given that for you to be successful in advertising, you have to forfeit your basic rights as a human who has other hobbies, activities to tend to, or the most basic right of resting when needed not when the business permits it.

I believed it too, I was taught that this is how it's done, that as I grow in my career, it will only get harder and that whoever joins new needs to understand that this is the name of the game.

I was playing the game too, I wanted to win.

And I'm not going to delve into how we have reached this point and why we still allow it to continue, I merely want to acknowledge what I know a lot of people are thinking...

when they are writing that last sentence in an email after a day of endless fires to put down

when they are staring at an empty slide doubting if they still have it

when they are stuck in a meeting and daydreaming about the weekend so they can sleep

I love advertising, the wonder of creating something that is so powerful and can resonate with strangers, that is the industry I chose and will continue to choose, however, I refuse to think this is the only way to play the game.

The brief is ours to change so let's rewrite it.