Forget the digital space for second. Take a look outside. The next new thing has been following you around your whole life. Shadows are just waiting to come out and surprise, provoke, compel. By using shadows creatively, we can engage people in a way they wouldn’t expect. Imagine the possibilities.

A statue casts a shadow with painted running shoes on its feet. A parking meter casts a shadow of a palm tree for a beer brand. A car casts a shadow of a woman driving with her friends.

The possibilities are endless, limited only by your own imagination. Next time you need to be lulled out of your everyday, just remember, the idea might literally be lurking around the corner.