The making of the Valentine’s Day poster (2014)

Thinking about holiday associations. Kittens, hearts, sweets, embarrassment, secret valentine cards, boys freezing with flowers outside, much pink, kittens again, teddy bears, cupids, arrows, chubby cheeks, confessions on pavement, secret meetings, kittens, kittens...

Stop. How about an electrocardiogram of heart palpitations?

Art director: We can take this further.

Designer: How about we make it look like a medical certificate with a stamp and a doctor’s signature?

Art director: OK.