One of the nice things about not having an art director is that it's forcing me to actually make all the strange ideas that I've been going on about for ages, but could never persuade anyone else to execute. The downside is it tends to look a bit shit, but that's ok, I'm the art director now, and I'm a copywriter.
Anyway, I had this idea ages ago about men and bags. Men have a problem buying bags. The only bag a man is allowed to carry is a rucksack, which if you're in the habit of occasionally wearing a suit, makes you look you're some kind of soulless cunt reading for an MBA. Of course, if you're feeling metrosexual, or you're a planner, you can get yourself a fruity manbag. Frankly no solution as far as I'm concerned. The problem isn't how the bag looks, it's just carrying a bag has these strong associations of femininity. What men need is a new story. So I came up with this new brand for bags:
Oh, you want to read what's on the little label there?
Like men buy the new North Face Cross Training X-Weave Fell-Runner for their 20 minute walk to work. They have no intention of ever running the 16 peaks of Xuaxcotlpetl, but they like the story. So these are bags for crime. This is the first one, which is the Financial Requisition Hold All - it's designed to contain up to 10,000,000 RUB in notes. The range also includes the Hostage Taker's Shoulder Bag. And the Bomber's Briefcase.
If nothing else, I'm at least coming to realise why I can't maintain a relationship with an art director for more than a few months.