All awards for your work are gratefully received. And when you win seven on one night, it’s hard to pick a favourite. But, for me, a gold at The IPM Awards for Art Direction was very special. Here’s why.

Firstly, I believe that the best work is made possible by brave clients. And when you recommend that their posters should be designed, set and printed by hand (when it’s much easier, quicker and cost-effective to go digital) that’s pretty brave.

But if you’re promoting a product as something authentic and crafted by hand – communicating this message on a digitally printed poster doesn’t make sense. People won’t truly believe your message. And, worse still, may not buy into your brand. So by considering ‘how it’s being communicated’, the design gave strength to what was being communicated.

The result meant we had a series of authentic hand-made posters that even the trendiest bars were very happy to display. In fact, you can still see them in many of the bars – even though the campaign is long finished. Something that may not have happened if we’d have gone for the easier, quicker and (now not-so?) ‘cost-effective’ option.

I leave you with some behind the scenes pictures from Mr Smith’s studio, where the posters were made. If you’d like me to enthuse about how it was one of the most satisfying pieces of work I’ve been involved in – get in touch and I’ll tell you all over a Genuine Cuban Mojito.

Read the full case study of The Mint Revolution here.