Same Game, New Rules.

Mr. Gadson, Do You Even Know How to Play the Game?

During the opening of? Kendrick Lamar’s Super Bowl halftime show—there was a moment when Samuel L. Jackson asked him, “Mr. Lamar, do you even know how to play the game?” Today, I repurpose that question for my own journey. Mr. Gadson, do you even know how to play the game? The game I play is advertising and it isn’t just about showing up authentically; it’s about mastering the art of being true to yourself while navigating a system that wasn’t built for you.

I still recall the early days when I was asked if I wanted to be a “wrist” or a “brain”—in other words, whether I preferred a role as just a designer with creative limitations, or as a thinker who could influence the very nature of what’s created. When my CCO posed that question, I declared I wanted to be both. That moment ignited my determination to further develop a multi-hyphenate skill set that combined design with strategic storytelling.

At that time, my nontraditional background was sometimes seen as a handicap—years ago, I might not have even been in the advertising industry. But with the advent of computers, innovative design software, and a rapidly shifting media landscape, my unique upbringing fits perfectly into today’s narrative. I was influenced by the raw storytelling of Rap music, the visual energy of Hype Williams music videos, and the transformative spirit of brands like Nike and others. Growing up in the golden age of culture I learned to expand that very culture into new shapes and sizes. The lessons passed down by uncles who forged their own paths and a dad who pursued his passion for interior design despite limited resources in the ‘70s and ‘80s have all been encoded in my DNA, fueling my journey to live out their dreams and redefine what’s possible.

Growing up on Chicago’s South Side taught me more than survival—it taught me to recognize authenticity, to discern the genuine from the performative, and to connect deeply with people from every walk of life. My early experiences of being challenged and questioned—often doubted, sometimes even told I didn’t belong—fueled my determination. I spent long hours reading, practicing, failing, and rising again. I wasn’t simply handed success; I learned to play this game at a high level by rewriting the rules my own way, embracing every setback as a lesson.

I spent years honing my craft as both a creator and a strategist—juggling the creative “wrist” and the intellectual “brain”—so that today, I can not only create but also influence and elevate our culture through storytelling.

My time in the agency world was defined by grueling 50 to 60-hour weeks spent writing commercials, crafting copy, and designing everything from print ads to digital content. Each long day, every sleepless night, every moment when I was questioned or nearly pushed out of the industry, contributed to my mastery of this game. People may think I got here by virtue of connections but the truth is that every success has been built on relentless study, trial and error, and a refusal to be boxed in by a single role.

Currently in this shifting landscape, with diversity, equity, and inclusion now rebranded under new labels, we're forced to reexamine where Black creators, agency employees, and founders fit into this narrative. While programs intended to uplift Black communities are being dismantled or reimagined, the reality is clear: brands and agencies will always need to tap into the vibrant, ever-evolving culture that we bring to the table.

At the heart of my agency Unsurfaced?? lies a commitment to strategy, design, ideas, and flawless execution. We don’t chase clients; our work and our reputation bring opportunities through genuine connections and networks built over years of hard work and authenticity. As we build our intellectual property and expand our reach, we continue to challenge the status quo—proving that while the game wasn’t made for us, we’re here to bend its rules in our favor.

As I wind down these thoughts, I reflect on the fact that in today’s climate—where the very notion of inclusion is constantly being redefined—it’s imperative that Black agency owners, creatives, and employees of brands and agencies not only play the game but also rewrite its rules. Our journey is one of resilience, intelligence, and unapologetic authenticity. To those who doubt our place in this industry, we’re not just surviving—we’re thriving, and we’re here to win.

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This is a reflection on my personal journey and the evolving landscape of our industry. I invite you to join me in reimagining a future where our culture and creativity is not only acknowledged but championed. I also invite you to share your story—your struggles, your triumphs, and everything in between—to connect with me here or at the IG handle in the header.