John Hegarty . . . Unleashed

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A new feature dedicated to ideas and inspirations from the outer limits of advertising. In the first installment: Very superstitious . . . a series of photographs on misdirected reverence, by BBH worldwide creative director John Hegarty.

"Whatever you do, it's important to take on projects that force you to live outside your comfort zone. Creativity of any worth involves risk. And risk is what makes life interesting. It doesn't matter what other people think when you do this; it's only your opinion that matters. In the end, there is only one person you need to please - you. Superstition seemed a good subject to explore. Especially when you can call it misdirected reverence." -John Hegarty

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