Lost Youth and Humiliation!
This design went through a number of different stages before I settled on this final layout. For a long time, it was just going to be a Little Tykes car with a very sensible looking businessman in it. The premise for this one was about not wanting to grow up – a sentiment that is universally shared. When I thought to add the firemen and the ‘jaws of life’ it added some depth to the concept and made it not only about escapism, and nostalgia, but also about humiliation. And everyone loves a bit of humiliation. Also – it got printed on a hoody! That made me so happy.