Client: I need an ad created for a magazine spread we’re doing.

Me: Okay, what size ad do you need?

Client: Full page.

Me: I meant dimensions.

Client: Um, just make it full page and they can crop it if they need to.

Me: We’ll come back to that. What do want the ad to say?

Client: No idea.

Me: Do you have any direction for me?

Client: Make it kickass.