This was a challenging brief.

Nothing was landing. The client wasn't buying anything. So I thought — sod it. Go simple. Go weird.

They bought it.

The director took it somewhere I didn't think was possible on the budget we had. Thanks Lena Beug.

People loved them.

Lessons learned?

The client was right — the previous work wasn't as good.

The right director makes or breaks an idea.

Don't be afraid to be weird.