In advertising, the best partnerships are usually those formed between art director and writer. The reason for this is in their job titles: Art directors think visually. Writers think in terms of narrative. Hegarty on Creativity by Sir John… Read More

No matter what you’re creating, a single vision is fundamentally important. It is the driving force of every project. Every project needs someone in charge with a crystal-clear vision. Hegarty on Creativity by Sir John Hegaty of BBH

I begin by looking at all of the packaging ever used by the brand as well as their competitors. What colors, symbols, and shapes do they use? Why? What does it mean? Etc. This allows me to get… Read More