Emotion Provocation

The Playbook

Communications built on one emotion, named, never blended. It opens on the consequence, never the setup, and the metaphor goes the whole distance rather than stopping somewhere safe. Everything compresses into one image that works with no caption. Three beats, escalate, escalate, stop, and nothing explains itself afterwards. The hotter the thing being shown, the flatter it gets delivered. The target is always a norm, never a person.

The Outcome

Ideas that pick one feeling and take it all the way. A position built on being someone's favourite instead of everyone's acceptable option. A campaign that crosses a line the category has been careful to stay behind. Work that gets argued about, which is the second half of the media plan. People remember it before they've decided what they think. Nobody's neutral.