Research
We knew that Preet was expecting something out of this world, and settling for anything less would’ve been impossible. In short, stakes were high and our asses were on the line. Therefore, we asked for the longest possible deadline (which boiled down to 3 weeks).

The first two weeks were spent looking at ‘already done to death‘ ideas. Regardless, on this deep-web expedition we came across several intelligent and witty concepts. These only re-assured us of the challenging journey ahead.

Conceptualization
With only a week left into the deadline, we had nothing substantial. But on the second day of the third week, we finally had our Big Idea. The next day, we called Preet in – at our office – for a photo shoot. And once the shoot was over, Preet went back home full of curiosity and excitement.
Note: We wanted to use wit and humour to portray Preet in a fresh new avatar. So we simply took what we knew of him and added the spice.

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