Pity poor Simon Waterfall at Deepend Design. Cruising down to Brighton on Bank Holiday Monday on his Ducati, he collided with a Mercedes convertible and landed on the car’s soft top, with the bike’s handlebars digging into his stomach .
When the ambulance men turned up 15 minutes later to prise him out, one of them took a couple of Polaroids, which Waterfall has duly printed on to t-shirts. He is so grateful to his Dianese bike leathers for saving his skin that he sent one of the shirts to Signor Dianese.
Despite internal bruising and a fractured leg, Waterfall still has the strength for a pun. On missing the D&AD Awards bash because of his injuries, he says he ‘was gutted’.