Two ticks, three boxes

I recently had the chance to judge an awards show, and what surprised me was that most of the work I saw was ‘two out of three’.

They had some of the right ingredients but not all. Like a day at the footy without a pie. It was good work, just not as good as you wanted it to be.

And I wondered why? There’s the usual suspects: budget; client; self satisfaction. But none of these seemed like reason enough.

I felt that the work we were being asked to judge lacked some of the fundamentals.

So I put this together, as a reminder of what we should be focusing on and to not get too pleased with ourselves.

I think design with an original idea (an insightful strategy), flawless execution and that’s well crafted will always work best. And when you are able to pull off that holy trinity, you should be awarded.

There’s nothing more frustrating and motivating than seeing something and thinking, “I wish I’d done that.”

I just wish I could think that more often.