One thing we've learnt from our graveyard of failed internal projects is that you need to start with a simple, achievable idea. This didn't start out exactly as we've framed it now. Our initial concept was simply to subvert the physical properties of objects and materials and have some fun with a viewer's expectations of how those things should behave. The whole 'For Approval' thing came retrospectively as a bit of an in-joke. We found ourselves agonising over getting something to look wrong, but in the 'right' way and it all became very reminiscent of the abstract conversations we often find ourselves in working through client projects. Being 'right' in our world is often a very subjective thing!