With these I always feel like they just made some shitty ones after the job was finished just for the ‘look we did a whole design and thought out of the box’ articles like these
More likely, they had a pile of shitty drafts that they cleaned up slightly for the same purpose. In a process like this, a pile of shitty drafts is pretty much a given. You're exploring a range of possibilities, and if you're too self-critical during brainstorming you might not sketch out the draft that becomes your best submittal.