In the early stages of the group assessment, we had several ideation sessions and meetings. My main idea was well received by the project leader at Monkey's agency. However, due to a lack of group consensus and difficulty in communicating how the core creative idea works, we ended up choosing the "DON'T DRINK BARRY" headline.
 Afterwards, I was appointed as the creative director for the project, where I tried my best to convey the group's creative vision. Unfortunately, my efforts were overlooked, and we ended up pursuing a different creative direction, which ultimately led to us being the runner-up.
