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" ... Kelly Fredrickson, president of the agency MullenLowe U.S.—which worked with E*Trade on its spot while its sister agency Mediahub did the media-buying for Chipotle, Scott’s Miracle-Gro and Cointreau—says there seems to be a thread of essentialism running through many of the ads—one that challenges people to think about what matters in life. ... "
" ... Social Giveaways grossed over a quarter million in its first 6 weeks of operation. The founders soon realized that the demand for online attention was only going to increase rapidly. The subsequent six weeks have seen a 75% increase in revenue. The company soon passed the seven figure sales mark within the first quarter of operations. They are predicting to conservatively increase revenue by another 35% by the end of their second quarter. Justin explained: “We haven’t reached our capacity for campaign output. We have not allowed ourselves to detract any of our focus from our primary revenue stream, there are other services and strategies we will be looking to add to our offering in the near future. We are creating a systems dependent business that will be able to launch turnkey campaigns regardless of the changes in the industry. When starting out you have to be laser focused in your execution, we believe in the concept of essentialism: less, but better. So far it has paid dividends.” ... "
" ... The moment that you’re asked to design a fragrance, you think of Dior, Kenzo or Lanvin, but you certainly don’t think of Formula 1, so there’s a psychology to this which is quite a barrier to overcome, which I think they’ve done very well because they’ve worked with really top perfumers. They’ve done that in a really professional, high-end way. It is an interesting challenge because it’s not an obvious connection. What’s interesting here is that you could argue that I’m trying to produce a design that is androgynous. It’s interesting observing a F1 car to see whether you think it’s androgynous because it’s a very masculine culture. What’s been fascinating for me, as a key point, is that F1 is a facilitator of progress because it’s always dealing with heightened levels of efficiency. If you go back a year or two, cars looked like X and you thought that’s a F1 car that they have spent a decade trying to perfect the geometry, fluidity, aerodynamics and so on. You think they’ve arrived at their optimal design, but then the latest iteration has become increasingly more fluid and organic. What it does is that it proves a principle I’ve been exploring all my life as a designer, which is “organic essentialism” and how you create form out of absolute purpose as in nature, ideas which are my own instinctive sense of what optimization could be. So F1, for a designer, presents a lot of information from which to design upon, as a stimulant. ... "