How far can we take this?


There’s something to be said for the imagination. Especially when you work in a creative team.

So the deal was that we would create something to encompass our work, representative of what we do and where we come from. Simple enough, right? Wrong. When it comes to what we consider representative, there is no such thing as limits. Unless you count what we had to work with in the first place.

As I mentioned before, we do a lot of print work and we could have easily done a simple, effective layout to illustrate this. I’m sure others would have done the same. Maybe that was the reason we decided against doing just that. All I know is that after 2 days of almost non-stop work we had created something entirely indicative of our style and approach to what we do.

And it was good. Verily.

We started out with a pretty impressive body of work that surprised all of us because we hadn’t been doing this for very long. Then we had ideas. Lots and lots of ideas. And the urge to put all those ideas in the same place. And we had to work with some interesting restrictions in order to make all of this happen. Restrictions such as having only one workstation that could do the work, no networking for file sharing, no editing software to speak of, and a deadline.

All-in-all it was a pretty fun project to do, which it usually is when it involves all of us and we do everything from scratch. Personally, it was a good way for me to contribute something more tangible and it was good to feel like I was working again. Plus, I got to learn a few new tricks. We did everything the long, hard way because we had to. There was no choice. But, let’s face it, that’s the only way to really understand how it should work.

We met the deadline like two rams having at it out in the paddock, practically tripping over ourselves after having had sweet fuck-all for sleep in over 24 hours, positively giddy with excitement, thoroughly pleased with ourselves and our creative genius, and ultimately thinking that we were so awesome that we shone with the brilliance of a thousand suns.

Needless to say, I went into shutdown mode almost as soon as it left my immediate vicinity.

But it was totally worth it.

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