We’re looking for everything that connects an idea.
From the brief you’ll be supplied pencil roughs or schematics.
The purpose is to convey the evolution of concept from the ‘idea’ born out of your primary message.
This method is about capturing the essence of the objective not the detail.
After this stage photography/image is produced – it’s here the mood is captured.
The detail is included when the work goes to production.
An idea has become Apple, Virgin, the lunar landing, the Sistine Chapel ceiling, modern flight, penicillin, IVF, Monet’s water lilies, the Beatles, Rolling Stones, war and peace and freedom…ideas can be anything, and they do have power.
But, unless it’s articulated, acted on, it will always be just an idea.
The freedom to explore comes from taking an idea from your head and having it come out the end of a pencil - not a Mac, but a pencil.
The reason is simple. We drive the technology, it does not drive us and we’re not linear in our thinking.
The scope in doing it this way throws up infinitely more organic possibilities.
