The focus on women was all about belief. It has to stand on its own, and the litmus test is that if the men didn’t exist, the women’s work will [still] be awesome. 

That in itself became a brief. On women, the details matter. The fact that [the Iowa player] had a ponytail matters a lot. That was what we were hoping was going to come through because then it is not elitist. It is not a specific group. It shows breaking the boundaries in many ways and interesting ways.

It started with this belief that one day, surely, women are going to be as big as men—maybe bigger. But why not start today?