Our friends over at Bread and Butter explain the process behind the creation of the Lift10 poster:

With the theme "connected people", we tried to find a new way to represent the fragile balance between connected groups of people. We are all sometimes influencers, sometimes pirates and sometimes just an audience. Therefore the concept of a "mobile" seemed just the right transcription. Without saying that it also fits the Conference's spirit and is easy to apply on all applications from website to stickers and for the theme of Lift France and Asia.

Link

Step 1: Identify the cluster of words related to the theme

Step 2: build a real life mobile

Step 3: wait until things line up perfectly and shoot!

Congrats Laurent, Cris and the B&B team for another great poster and branding :)