Context before Concept.

Like any experienced creative type, I’ve got an unwritten list of rules that I alternately cleave to or break on a daily basis. One that proves surprisingly resilient is “Always understand the context before wasting time on the concept.”

I was reminded of this maxim when I saw this maximum impact creative for the Swedish drug store chain Apotek:

Apotek Hjärtat – Blowing in The Wind from Ourwork on Vimeo.



This is just so damn smart—and so good it makes me sick (my barometer for the quality of work: the more self-loathing I feel for not being involved in the creation of it, the better it is.)

And the worst part is, until the creative team at Perfect Fools talks, it’s impossible to tell if my little rule of thumb sucks or not. Nice work, jäkels.

– D.P. Knudten

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