10 ways to make a dull product look great

1. Pretend to stay awake while taking the brief
2. Keep telling yourself that the client and his brief is important
3. Convince yourself that his product is the panacea
4. Collect a fat, juicy advance
5. Check into a seaside resort for inspiration
6. Make sure the client pays all the bills
7. Get hold of a good book, chilled beer, a comfy mat and plonk yourself on the beach
8. Check if suntan lotions really do their promised work on curved lissome bodies
9. Close your eyes
10. The target audience will do that anyway