Concepting: Not a real word.

Why does any word like program underline concepting as an incorrect word. SEE!! As i just wrote it here, it was underlined. No one knows the pain and joy of concepting, even blog software.

My first assignment has been for Barilla pasta. I've gone through enough pages of bad pages to get to my good ones. Well at least thats what I tell myself. I've avoided the obvious glamour pictures of pasta plates and happy families, in favor of a comedic angle. (I know the last line couldn't have been less funny but, I have no excuse, SHIT!!)

However, I realize that I work better in a tennis concepting session. Instead of taking ideas down on sketch books, I toss ideas back and forth with someone, however since that person is myself, they all sound great until I read them back to myself.

"Are you serious you thought that was a good idea?"

"Come on. That's terrible."

and

"Wow. That was like watching someone throw up in slow motion."

..are all common responses. Sure this is the most fun you can have with your clothes on but, to get there, you have to punch yourself in the head alot of times.