Without design, ideas might as well be scribbles on a napkin—unpolished, unrefined, and far from brilliant. With the right blend of distinctiveness, simplicity, and a solid system, even the most 'meh' of ideas can transform into something genuinely impactful. James Taylor, global head of design at Apple's dedicated creative agency, TBWA\Media Arts Lab, will discuss the importance of design in shaping ideas and how this methodology has been used to create some of the most memorable and effective advertising campaigns.