The Honda-powered Ariel Atom, outside W+K London’s offices.

Jon Tapper goes for a spin.

Tony D squeezes his hips into the cockpit.

Tony D (left) and Kim P (right), our Creative Directors with Bruce Fielding (centre), Chairman of the Atom Owners Club. ‘So, Bruce, what’s its 0-60 time?’

The following is an extract from Jack Kerouac’s BELIEF & TECHNIQUE FOR MODERN PROSE.

Jack’s ‘list of essentials’ for the writer seemed in places to be relevant to / reminiscent of the Wieden + Kennedy creative process to me. Maybe daft but might also be inspiring to some.

LIST OF ESSENTIALS
Scribbled secret notebooks, and wild typewritten pages, for yr own joy
Submissive to everything, open, listening
Try never get drunk outside yr own house
Be in love with yr life
Something that you feel will find its own form
Be crazy dumbsaint of the mind
Write what you want bottomless from bottom of mind
The unspeakable visions of the individual
Composing wild, undisciplined, pure, coming in from under, crazier the better
Writer-Director of Earthly movies Sponsored & Angeled in Heaven

As ever,
Jack

You can find Jack’s full list of thirty essential points here.