Humor is REALLY challenging to get right, and it doesn’t take much to have an advertising message fall far off the mark and turn people away from it altogether.

Kate Baynham is an Associate Creative Director at Goodby, Silverstein & Partners in San Francisco and has created work for clients such as Frito Lay, Adobe, Nintendo, Sonic and the Ad Council.

For her work on an AD council campaign to curb bullying called, I Am A Witness, she's won awards at the One Show, the Art Directors Club, a yellow pencil at the Design & Art Directors Awards as well as a Cannes Lion.

And most recently, Kate, along with her creative partner, Hanna Wittmark, was named one of the Next Creative Leaders by the One Club and 3% Movement.

We talk about the importance of taking a strong point of view and her deft use of humor in the work she creates.