Before we started level 6 myself and Martin O'Dea decided we wanted to do another collaboration as we felt the Yamaha collaboration went well.
Before we started the new brief we identified what we felt was weaker in the last collaboration:
Concept - We felt at the time the concept was strong but in reflection it really wasn't. We decided we had focused too much on the medium than the idea itself, something we hope to do differently with this brief.
We then began to deconstruct the brief:
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