Anyone who's worked in this business knows that it can take a good while – and a lot of compromise – to get to the finish line. Below, in visual bullet points, are the ideas Phil Reedy and I, along with our strategic partners, Jane Paine and Nick Steyn at Thinking Anew, went through in developing a campaign for CORDURA.

CORDURA is a super-durable fabric favoured by the manufacturers of military, industrial and outdoor clothing (it is the antithesis of disposable fast fashion), and the client wanted to promote its sustainability credentials.

Stage 1: five broad-brush concepts that went into research

Stage 2: two proposed campaigns

Stage 3: the idea that finally ran