William and I are the kind of people who find it hard to sit still – so when we got the brief, we were genuinely excited. It felt great to work on something that actually matters. We spent a lot of time talking and exploring the topic. William has been diagnosed with ADHD, so a big part of the process was me trying to understand his world, while he reflected on the one he grew up in. Then we suddenly realized you could play around with the letters in “ADHD” – and in that moment, we forgot all the planned work and ended up submitting the idea one minute before the deadline.