Creativity : How did you come up with this
Lacey Waterman: My partner, Katie Homer, and I
have come to the office dressed alike on numerous occasions. People
would ask if we had planned it. What are we, five? Even though it
happens to Katie and I, I got the idea after seeing it happen to
other teams. As I snapped more photos, I noticed the teams not only
dressed alike, but they also started to look like each other.The
first team photo I took at McCann was of Avi Azouz and Daniel
Edelman. Not only
were they both wearing a black T-shirt and jeans, but also matching
brown shoes, black socks and even five-o'clock shadows. The first
incoming submission was of my good friends from Art Center, Kathryn
McFarlane and Brynn Malek at Secret Weapon. It's hard to believe
their matching cargo shirts, leather boots and scarves were
completely coincidental. But they were.
Creativity : Why do you think this happens with
Katie and I have completely
different styles. Like other teams, we just have those days where
we put everything together the same way. Our Partnerganger photo
came from our trip to Sweden while we were on production this year.
When you spend as much time together as we do, you tend to rub off
on each other. Having a creative partner is like having a work
husband or wife, and the same rules apply. Don't most couples look
alike? I think so.
Creativity : How did you get people to send you
Ms. Waterman: I started taking photos on my own
around the office of completely coincidental and unplanned matches.
Then after telling just a few friends about it, they started
sending me their own. And it took off from there.
I love it when the teams don't even realize they are dressed
alike until I point it out, like in the case of Linus and Andreas,
or Olga Vladova and Ledi Lalaj.
Creativity : Do you turn down submissions?
Ms. Waterman: I turned down a few submissions
that involved threesomes. When it comes to Partnerganger, three's a
crowd. I also received some PhotoShopped submissions, which I plan
to post shortly. I love that people are taking the time to interact
with the site and are having fun with it.