Choosing my final concept was a hard decision. I was very keen to choose concept 3 the McDonalds Breakfast concept. With my packaging background I would have been in a good position and stayed well within my comfort zone. I started exploring this concept and started to research and focus my thoughts. After speaking to Roger Bateman and Toby Lyons I was encouraged to engage with a project which would stretch me creatively and push me as a designer in new areas. One of the main reasons why I decided to pursue an MA was to actively step out my everyday work and take risks. For this purpose I decided to take their advice and go with concept 2, the Airdrop route. A concept which I found exciting and engaging but a field I previously knew absolutely nothing about.