Someone once said to me that people do their best work in their first six months on a project. I think they were right; we’re fresh, uncontaminated by what went before and we’re able to see things like a ‘normal’ person.
So here’s to freelance planning - to diving in, to curiosity unleashed, to bouncing ‘stupid’ ideas off the people who know stuff, and to the excitement of discovery.
My favourite recent job was bringing new meaning to a generic and clichéd nature-related end line for a major FMCG company. The breakthrough was discovering that in the modern world ‘nature deficit disorder’ is a major social issue and making it the client’s own, elevating the brand’s role as a campaigning brand.