Most ads copy their own category. That's why they all look the same. Slipper ads sit on plain white. Perfume ads put one bottle in a surreal scene. Roofing ads show a drone shot of a roof. You've filed them away before you read a word. So I keep stealing from the category furthest away. I gave a slipper a car launch. Wet black floor. Hard rim light. Haze. Headline: 0 to sofa in 3.2 seconds. Same slipper. Completely different ad. Next time you're stuck on a brief, ask who would never sell this product, then copy how they'd shoot it. PS: This is a concept for a made-up brand and it hasn't run, so treat it as a creative idea, not a result.

"0 to sofa in 3.2 seconds" borrows car ad language for slippers, love it. When you break the category look, do you test the headline first or the visual?

The Shell Drop: six sneakers grown from a 1758 shell book, and the collectors who will never wear them.

In the open collections of Amgueddfa Cymru – Museum Wales, I found Franz Michael Regenfuss's Choix de coquillages (Copenhagen, 1758): hand-coloured engravings made for collectors who paid fortunes for rare shells, so much that one cone shell sold for more than a Vermeer. Shells were the hyped collectible of the 1700s; sneakers are ours. I built a Recraft Style from his plates and grew six sneakers from six of his shells, each drawn as a new plate in his manner, with the shell in the centre and the shoe around it from every angle. Then I imagined who would buy them: six collectors, from Mumbai to São Paulo, who keep their shoes the way his patrons kept their shells, to look at and never to use.

Same people. New shells.

#recraftstylechallenge