When I was Art Director at Mullen, I participated in the concept phase of the TripAdvisor account. This was in 2004-05, before peer-user-reviews were the expected norm for online shopping experiences, and before TripAdvisor was as widely known and understood as today.
Although I was not directly on the TripAdvisor team at Mullen, I contributed several concepts
for consideration, one of which I believe was developed later (the ants carrying the mint).
The following slides show some of my initial ideas. These are examples of concept work, using stock images for placement, with the intention of sparking discussions within the creative team and with the client.