There is only one creative rule…
"Make the unfamiliar familiar and the familiar unfamiliar" was the sentence Mrs. Boyd wrote across the board in my English Literature class. Little did I know, this one sentence would become the cornerstone upon which I hold the creative industry to a standard.
As creatives we draw inspiration from a myriad sources as nothing is new under the sun. But how do we apply this inspiration without being a copycat? How do we make something different? By embracing Mrs. Boyd's rule, we can breathe fresh perspective into our work, building upon the foundations laid before us.
Take, for instance, our collaboration with Nordgreen. Traditional watch adverts often focus on luxury and sophistication, mirroring the models who wear them. But we wanted to flip the script while keeping the content premium and sleek. We showcased these timepieces in everyday settings, where they seamlessly blend into our lives. From bustling kitchens to vibrant clubs, our watches became more than just accessories; they became companions on our journey through time itself.
Another great example of this is Gentle Monster. How does a new eyewear brand that has to compete with established designer brands get people to come in store, try on and buy their glasses in a world where the high street is in decline? They turn their stores into art installations showcasing their innovation while making their stores a true experience. Art galleries are not new, nor is eyewear but the two combined made the familiar unfamiliar and therefore creates a unique experience.
By challenging perceptions and infusing the ordinary with a twist of the extraordinary, we invite others to see the world through new eyes. Whether you're a writer, artist, designer, or creative, remember that by making the familiar unfamiliar and the unfamiliar familiar, you open doors to boundless creativity. Let's push boundaries, defy expectations, and elevate our craft to new heights.
I leave you with this:
