I was approached by Ambient Creative back in August to design a snowboard deck for their new client, ULLR (Nordic god of the snowfall) ; a sports drink targeted at extreme sports enthusiasts. They had their brand developed and needed to begin the promotional phase of their strategy. The art director believed I was capable of bringing this idea to life. The funny thing was, there was no idea. The client didn't have anything in mind. This is where the unusual happened. Having been an art director in the past, I understand how important it is to have a creative plan and not leave anything to chance. I always say that good design is the product of creativity, knowledge and information.
But the art director instead, decided to leave it all up to me. He supplied the company brand plan and basically told me to have fun. I was really surprised and almost nervous. So I read through the brand plan and sketched and inked this piece.At that point I decided on the color palette based on the brand colors and that's when I stopped. My instinct when working with an art director is to show him the progress and get any input along the way, but then I thought about how the art director went with his gut and I felt I needed to do the same. The following is the result of that decision.
I've been doing this for way over a decade, and I'm always learning. This project allowed me to see that sometimes you don't always have to plan. When the factors are all in place and the confidence is present, you need to go with your gut. Trust your instincts not your feelings. This can be done when a level of experience is present on both sides. If the art director hadn't had the confidence in me this would have turned out very different. There were no revisions and it was almost immediately approved. The client was happy and I was very proud of this piece. Obviously it would probably not have been possible without the instincts of my art director. So I thank him and thank you for reading.
Have you ever just gone with your gut? What were the results?