pre-digital creative, to design an in-house poster to encourage better creative ideas. It was not the easiest of briefs, but what he did is shown above: “How to Carve an Elephant”. The digital age has created complexity in a myriad of ways. I have noticed that not a few self-pronounced “digital” creatives are incurably complicated. The best way to be noticed and listened to is to be, at the root of whatever you are doing, beautifully simple.