oh the process

The process for developing "good" advertising is long and hard. There isn't a magic formula or set of ten steps you can follow to produce a strong concept, ad or design. Sometimes it drives you crazy and makes you think that dressing up in a mountain suit will make the best campagin. Sometimes we're wrong.
(this is NOT an ad for Arcteryx)

For those of you who can't get enough of people in mountain suits.