Dion Hughes said, “We knew that creative people tend to be precious about their ideas and find the ones that they’re passionate about and then invest a lot of emotion into them. And they spend most of their time diving deep into one or two ideas and not a lot of time spreading their wings. So we thought, well, why don’t we do the opposite?” So when Hughes and Johnson are called in by creative directors, they try to send them a dozen possible directions within a week. (Notice the multitracking.)
