If a good idea doesn't come within the first few hours then that usually means that I'm in for a long difficult brain squeezing process. This assignment was for an article about financial advisers using targeted communication to reach a specific demographic, titled "Zooming In" for PLANADVISER magazine. In the first few hours I came up with all the overused and tired imagery of giant eyeballs, archers, archers in giant eyeballs, archers in a mouth, people with giant eyeball heads and all sorts of telescope/lens images. I had a few passible images but I knew that none of them were winners. I'm one cranky person when I'm stuck in that struggle for a good concept and an image that I'm excited about. Luckily I had a few days to work on this one. Sometimes the concept process just takes a little longer then usual and you just hope that all the head and fist banging was worth it. I think in the end it just came down to working with imagery that I enjoy and incorporating those into the concept. I completed this piece just in time to fly out to see my little sis and her family in Chicago.