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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 speak plain English.
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