(upbeat music)
-: I think everyone approached this differently
but probably like, where everyone starts is here.
Like, you just have to like really think about it
-: My creative process is different every time
and I think it's quite important for a creative process
to be different every time.
If you need to come to a different endpoint
then the process and the journey to get there
should be different.
-: It's quite interesting to think about the different ways
that people work and I think for me, particularly,
it's making sure that the team have the tools
and the information that they need.
And a route and a plan and that gives you then
the freedom to work.
We have our initiate phase
which is all about setting the project up for success
and it's in that space that you understand the way
that we'd like to collaborate and work.
And I think that's really important
to refer back to throughout a project.
There's no one way of doing it every time.
It varies from team to team, and client to client,
and depending on what the project is.
-: We've got a pretty comprehensive process
that allows us to start on the best foot.
-: There's the beginning, but each phase of the project
is almost a point to stop, think, replan and restart.
So there are lots of opportunities
but I think with all of them,
you have to go in with a little bit of an open mind
to opportunities and potential,
and that's the exciting part of any project.
-: For the production team, especially, will be, you know,
working furiously to plan deliverables,
timelines, all the meetings I need to go in.
-: Making sure you've got the right team on it.
The right mix of opinions.
Making sure you've secured Karun, to work on your project.
(Karun laughs) -: You're too kind.
(both laughs)
-: Put the puzzle piece together
and decide when we're gonna need the team when
'cause it's super important to plan
the project as well within the studio.
'Cause we always have more than one project
happening at the same time.
So you can create a really strong estimated forecast
of what the trajectory of the project's
gonna look like from beginning all the way to the end.
-: And then once we do that, we kind of dive,
I'm pretty sure most of the time into strategy
and stakeholder interviews,
which is, you know, furthers our research
and understanding into the audience.
-: Immersion in the problem, immersion into the client,
understanding their model, their business,
how they make money, their culture,
what they've done in the past, their legacy.
Understanding the space in which that brand
does exist and will exist.
-: Making sure that I have the right questions
so that can go in the process of challenging the brief,
or challenging myself,
and what I know in terms of the brief is asking me to do
or what I know about the category, or the space,
or the consumer, and so on.
-: We've just started doing that recently
where we may not have even finished the strategy yet
but we'll bring in the designers a bit earlier on
to help inform the strategy,
so that it doesn't feel like such a linear process
and it doesn't feel super fragmented.
Is that right?
I feel like that's right. -: Yeah, yeah.
-: I'm sure there's a new way of doing it.
There'll probably be a new way of doing it next week.
-: Infinite ways. -: Infinite ways,
but that's generally how we approach projects.
-: There's always that, that moment at the start of a project
I think when there's so much opportunity
and so many things that you could do.
The burden of that can kind of get to you.
And I think there's moments
that we all get a little bit overwhelmed.
-: Well, it is that blank paper syndrome-
-: Right, yeah, I've had. -: That thing
and just going like, what? -: Yeah.
-: How do I even start this?
-: There's nothing more terrifying than a blank page.
-: The biggest fear
for so many creatives including myself
is when you start, you're like, "What do I do?"
And actually, the best thing to do is go...
And just start because it doesn't matter.
No one's ever gonna see that really.
It's just the first, and you just get it down.
-: With the creatives,
there's this like, phase of throwing like random ideas
in all the possible things that like come to your mind.
You like try to translate them into visuals
even if they're like not polished.
-: Design from your imagination.
Just design what you are thinking,
and like what pops in your head straight away.
-: So a lot of the time we'll do like,
a version of crazy eights, or something,
where you've got four different prompts
and one's maybe copy related,
one's maybe design related,
one's maybe like experience or association,
like, what does this brand make you think of?
That kind of thing.
And everybody just goes for it.
It's a really like creatively rich way to start stuff,
I feel like, and you don't feel pressure.
You feel like, "Oh, cool like,
we're gonna explore something new."
-: I like to really think first
before I will actually make something.
-: Instead of going to design straight away,
maybe write up a few concepts or like overarching idea,
like, a few sentences that kind of
give it a little bit of legs.
-: I mean, it's interesting 'cause like,
I'm pretty much the opposite. (all laughing)
I mean, not the exact opposite.
I mean, when it comes to starting a new projects
and getting everything off the ground.
I mean, yeah, I might write stuff down
in the sense of, like, a mind map or something
or, like, a little brainstorm
and then I just kinda wanna just jump straight
into creating things straight away.
The part before everything starts getting whittled down
and narrowed down and refined,
you can really go nuts with it.
So I think that's kind of what I tried to do
as quick and as deeply as I can.
-: But it's interesting like you'll see it as a restriction,
because it's more about like laying down your option, to me.
Which is more like, "Oh, this is, like,
all the things that I could do,
but what I actually want to do."
-: It's not fixed at the beginning, which is great.
So you're kind of free to do anything.
We put a lot of stuff out,
and then do a lot of cutting
by that sort of, like, editing process.
We find a way of kind of expressing something new.
Also, the great thing is that
it's not coming necessarily from one person.
It doesn't need to come from the designer,
it can come from the animator,
it can come from the strategist,
it can come from anyone in the studio.
And all that sort of layered thinking
comes together.
-: I like the space in front of us when it's empty.
It's completely uncertain.
I mean, that's one of the joys
of being a creative person is that,
there's an end result at some point
and it's how you get there, which is the fun.
And just embracing the fact that it's up and down,
the sideways, and securities, and difficult.
That's why it's fun.
(graphics chimes)