Welcome to Hugo Macdonald

  • I have opinions.
  • I am not an algorithm.
  • I make decisions.
  • I find narratives and the best ways to communicate them.
  • I ask how moments, places and experiences make people feel and behave.
  • I restore the balance between analogue and digital.
  • I make institutions and their operations feel more human.
  • I connect detail with big picture to create coherent experiences.
  • I place value on the power of emotion.
  • I focus.
  • I speak plain English.

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