Why we still draw the boards

There is a kind of meeting that only exists to postpone the picture. Slides, frameworks, a map of the consumer. Everyone agrees, because nothing has been risked.

A board is ruder. It says: this frame, this length, this face, this silence. People can dislike it in the room, which is the point. Dislike on a Tuesday is cheaper than dislike after the shoot.

We keep a drafting table in the practice for that reason. Not as a costume of an older Madison Avenue, but because paper still shows a weak idea faster than a shared file does. You can see the campaign from the door. If you cannot, it is not a campaign yet.

When a client asks for the deck instead, we send the boards, and a short note on what they decided. The deck can follow. It should not lead.