Sometimes it's all in one picture

Sometimes a whole project can be summed up in one single picture—of men in suits and cops on bikes protesting together for Occupy Wall Street, or of a bunch of zombies wearing apartheid party colors taking over the civic plaza in Cape Town. In these and many other cases, all you need to do is see the picture and you "get" the whole story... or you're intrigued enough that you spend a minute or two to figure it out.

Our friends at Beautiful Trouble call this Action Logic, and it's probably the most important guideline behind making an effective creative action: what will the picture look like?

Instances in which we learned this lesson

This one's pretty self-explanatory. Watch the video and you'll get it... or read the press release for more details. What might not be quite as…
An Amsterdam neighborhood thrills that the City is making their local squat official—and then helps to save it from eviction, for real. Sometimes…
Together with our brand-new police escort, we all headed towards the Wall Street Bull a few minutes south. When we got there, the protest changed…