But very few projects end up with exceptional results. Why?
As a disruptive brand and design strategy firm that creates briefs across multiple creative disciplines including Advertising, Design, and Innovation, Tom Bassett, CEO of Bassett & Partners (and founder of MindSwarms), was curious to understand how some of the world’s most consistently exceptional creative talents thought about – and used – the brief.
Through a series of one-on-one interviews with Frank Gehry (Founder Gehry Partner), Yves Béhar (CEO fuseproject), Maira Kalman (Illustrator), John C Jay (President @ GX, Partner @ Wieden + Kennedy), David Rockwell (CEO Rockwell Group), and John Boiler (CEO 72andSunny), we asked them to elaborate on how they define – and use – the brief to deliver exceptional creative results.
The end goal of Briefly is to help inform and inspire future generations of collaborators to write better briefs and manage the briefing process differently in order to help lead to exceptional creative results.
So while every project will still start with a brief, the dream is that more projects end up exceptional because of how these creative titans inspire (or re-inspire) the way we all think about briefs.
THE DIATOMIST is a short documentary about Klaus Kemp, master of the Victorian art of diatom arrangement.
Diatoms are single cell algae that create jewel-like glass shells around themselves. Microscopists of the Victorian era would arrange them into complex patterns, invisible to the naked eye but spectacular when viewed under magnification.The best of these arrangements are stunning technical feats that reveal the hidden grandeur of some of the smallest organisms on Earth. Klaus Kemp has devoted his entire life to understanding and perfecting diatom arrangement and he is now acknowledged as the last great practitioner of this beautiful combination of art and science. THE DIATOMIST showcases his incredible work.
Soundtrack by Ryuichi Sakamoto, Bernard Herrmann and Cults Percussion Ensemble.
MATTHEW KILLIP is an English filmmaker living in New York. His documentaries have been broadcast on UK television and exhibited in festivals including Sundance and True/False.
The era we are living could be easily described as the "being hipster" one. Considering how Wes Anderson's movies, indie music and vintage (sometimes non-sense) ingredients became emblematic for this generation, the explanation of the phenomenon is not so hard to reach: what used to be part of a niche culture peacefully invaded every environment insomuch as skinny jeans, lumberjacks shirts and huge beards are now pop elements similarly to long hair and Chelsea boots during the Beatlemania.
This is where the paper-thin boundary line breaks and trends and subcultures meet.
Ground's Oranges reinterprets - in a intentionally lo-fi/homemade way - the Hipster universe magnifying its virtues and vices but also taking its styles and thematics to an extreme level, getting them close to something similar to a parody that, actually, is just pure and sincere celebration.
Director: Zavvo Nicolosi
DoP: Jacopo Saccà
#1AC: Corrado Lorenzo Vasquez
Song: “FOGAR” by Riccardo Nicolosi
Cast: Marco Riscica, Alessandra Tavella, Giulia Piccione, Ben Gnomino, Ricardo Morais, @THERABBITPROJECT