It's about the power of design and the power of the human spirit. It's above paying anybody to do something stupid for money like reality television does - like ambushing people.

So, to really execute design in its highest form and making people feel joy, that's a great reward.

I think taking design out of the studio and really having a relationship with the people that you're making it for really convinced me of how powerful a thing design is. It's not just an aesthetic decoration.