Jason required this ad for bubblegum to be sketched out in three versions 1) formal and adhering to the grid 2) an execution as he calls it “breaking the grid.” Truly and utterly breaking, I showed him ten other sketches with over-sized overlapping and cropped headline type and he said, that’s good, but more. (3 is a combination of what works in both, which I haven’t analysed yet.) His intention was to push us designers beyond what kinds of mess we are comfortable with, until things are illegible and jumbled as if “it’s been mixed in a bucket and spilled out.” I haven’t sketched enough to see the value in it. I’m grateful for these mandatory sketch sessions. They make me a believer in the necessary steps of ideation. Thumbnails help simplify the problem and keep you on track when taking the work to the computer.