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I treat it like a dad joke, it’s only bad until you deliver it with confidence. I’ll usually sprinkle in one “fun” wild-card concept alongside the safe ones. Clients love thinking they “chose” the bold idea themselves. Jedi mind tricks, but make it marketing.
Second this. Do what you gotta do but make sure you come across excited about it, but also don’t be afraid to challenge the brief with a more interesting idea.
Give them options.
Expected, Beyond, and Out There.