I always looked up to the legendary designers who created bold creative campaigns for big cultural and commercial organizations. Who had their portfolio pages in big yearbooks and their awesome posters plastered all over cities. In 2004 I was freelancing for one of them: Koeweiden Postma Associates and they had created the visual identity and logo for one of those big cultural campaign clients: Toneelgroep Amsterdam (nowadays ITA). So when we were asked by the Toneelgroep to join the pitch for a new visual campaign we really tried hard to win them over and have those cities plastered with our work. We had a few days, we came up with an idea and presented the concept, but unortunately didn't win. I still like the idea and concept though.