It took me quite some time to find the path we are currently exploring. Since the beginning of Biestmilch I was unhappy with our ads. They have been arbitrary, we wanted to be different, but did not exactly know how to do this. The results have been fairly mediocre and far too intentional.
At the beginning of this year something in my head made click... I just had browsed through my book of painter artist Ed Ruscha once and again, and again I thought that I want to realize something similar. To contact him was my first idea which I discarded within seconds. Serious artists will never align with businesses and especially not with a small and unknown one such as ours.
From experience I knew that I won't be able to realize any idea if hadn't the people with the skills and inspirations to do so. But who would be crazy enough and join me with the idea to bring art into sports advertising.
Then it happened that Isabel, an old friend of mine since the early eighties appeared in my mind. I know she was the one who could realize what I had in my mind. By then, I had already played around with words, tried to find lines with a poetic touch. But still I was hesitant to contact her afraid how she might react, probably one reason why I didn't think of her long before. And moreover, I obviously needed the time for my idea to mature.