Your creative colleague can be a riddle, wrapped in a mystery, inside an enigma, all steeped in a bottomless drip coffee you didn’t even know existed.

Here, I’m going to try and unravel some of these misunderstood traits that many in the creative industry often bring to their work—the better.

All in the hopes, that through gross over-generalizations, I can shine a little light, on what is sure to be a puzzling personality, to anyone that doesn’t identify as one.

Because nothing says “go to my competitors,” like imitation advertising. Like sameness. If you’re better, than f#cking say it! And say it loud enough to knock the big chains and parallel competitors off their footing.

Without ticket sales, sports teams and sporting events would disappear. But like any other product, teams and events need to build awareness and interest before anyone will buy tickets.

It’s all about excitement. If people aren’t excited, they’re not buying tickets. Bringing the sport to life on out of home ads can do just that.

Here are five of our past billboards that fueled fanatical frenzy.

You might be familiar with extensions (when parts of the billboard jut out beyond the billboard space). Or not, if you needed that parenthese-d bit.

To the uninitiated that’s about as deep as billboard embellishments go. And that’s cool. No judgement, and certainly—no shame.

That’s why we’re here.