On the artistic side, my aim is mainly to make you go 'woah' when you watch a video. Reviewability is very important, but nothing will ever match up to a great first impression. The ideal video is one that you watch the first time and it makes you excited and gets your blood pumping, and then you watch it over again and see that it tells a story by itself and has details that you didn't notice at first. That's the goal. Haven't made it yet, of course. It's a lofty goal. Above all, I want to make people remember me and what I do. Even bad publicity is good publicity, in a way, but I'd rather earn people's respect than to have them mad at me.