Great Ideas Marinate
Placing Raw Photography on the Cover of Ad Age's Creativity Issue
Great Ideas Marinate is the 2017 cover of Ad Age’s Creativity Issue, the first in the publication's history to feature a purely photographic image.
Among 300+ global entries, the work was selected and unveiled at the 'Cannes Lions International Festival of Creativity' before an audience of global creative leaders. An outdoor exhibition was held outside Hotel Barrière Le Majestic Cannes in the duration of the festival.
By placing raw meat on the cover of an international publication, the project provoked dialogue around consumption, patience, and the nature of creative incubation — depicting that great ideas, like great dishes, take time to marinate.
Before and after of 'Great Ideas Marinate', 2017
Credits
Design & Art Direction - Byron Co, Carlos Quimpo
Food Styling - Carlos Quimpo
Photography - Byron Co