Reflecting on the process path

When we happen to view any great concept, it's always…easy to appreciate the display of creativity and professional execution.…But what's not evident when we see the work is something much more fascinating.…That is the background story of how the individual,…or team of creatives, went about developing that great idea.…The path that each creator takes to…come up with their own conceptual solutions will…always be very much an individual choice.…I suppose it's no surprise that the concept that…came out on top for our client is the…one which possibly benefited the most from all of…the concept strategies that we used along the way.…

The idea of the dueling guitar campers actually began…its life way back in the free association process.…As a man and a woman on a camping trip. It then took a sharp…turn through our search engine creative process, by morphing into…a couple of guys playing guitar by a camp fire.…It progressed from there.…While our concept threaded its way through a number of different processes.…It's important to remember that for the most part, each…