The client was an art museum, for which I had done independent marketing and design work. The museum has hired a new director who is a micromanager. He took a look at the concepts of a landmark fashion show that had been in development for months before he arrived… and thought his wife could do better.
He came back with his fresh, brilliant and innovative idea: KEEP CALM AND FASHION ON.
He couldn’t understand why I had never found anything so exciting.