How can we normalize inconceivable futures? At any given moment, there are multiple, parallel futures fighting for dominance – emerging from science fiction, political parties, corporate visions, counter cultures, and more. But in all cases, they need design to compete and thrive. Across the last decade COLLINS has worked with many of the world's leading organizations, including Spotify, Nike, Mailchimp, Instagram, Microsoft, the Guggenheim and Target. Over that time, the firm has developed a new approach to design integrating mythology, visuality and experience so people and organizations can make bigger, more successful leaps into the future. This session will explore how this approach inspired one designer to completely rethink how we should combat environmental degradation and how it helped a celebrated global entertainment company turn massive change to their advantage.