Atomic Bonds: Why Great Work Requires a Little Chemistry – PRINT Magazine

Atomic Bonds: Why Great Work Requires a Little Chemistry – PRINT Magazine

The science of Chemistry abounds with phenomena, but creative fields? Not so much. Take advertising. Today, most of it is downright unwatchable en masse. Almost the same in any age, frankly. But every so often, there is a form of combustion — evidence of chemistry — that creates something powerful and remarkable. Like when Michel Roux (Absolut) and Richard Lewis (+TBWA) invented Absolut______. Or Steve Jobs (Apple) and Lee Clow (+Chiat/Day) crea…