DFS
Previously DFS had a very rigid template where each ad had to be heavy on visually featuring product along with their synonymous strapline. Working with brands who are especially cornered by their own guidelines, can be highly limiting creatively to what comes next. Indeed it’s rather like landing a helicopter on a Post-it note. But this is where smart creative knows to make what is mandatory the best path to a solution. So stripping away the superfluous, I single mindedly used what were potential burdens to instead serve as functional elements. This poster thus survived selection and also helped DFS reconsider how they could be advertising. So I like this execution for the very reason that a surprising bit of creative can often widen a door open to better and bigger things.