See the familiar with fresh eyes.
Fresh ideas hide in familiar places.
The everyday details of a product are where customers spend most of their time: the receipt, the loading screen, the delivery box. They're also the moments most brands forget to design.
We run a simple exercise at the start of each project: list twenty ordinary touchpoints and ask what each one would look like if it were the hero of the campaign.
The idea for our campaign came from a bus ticket. Nobody else had looked at it twice.
Some of our favourite work began as a throwaway detail: an order confirmation that made people smile, or an error page shared more often than the homepage.
Change the angle, not the subject.
Unusual doesn't mean complicated. Often it's one surprising word, a change of scale, or an unexpected material that makes something ordinary feel considered.
The trick is restraint. One surprise per touchpoint is delightful; five is noise.
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