One morning, when Gregor Samsa woke from troubled dreams, he found himself transformed in his bed into a horrible vermin. He lay on his armour-like back, and if he lifted his head a little he could see his brown belly, slightly domed and divided by arches into stiff sections.
The bedding was hardly able to cover it and seemed ready to slide off any moment. His many legs, pitifully thin compared with the size of the rest of him, waved about helplessly as he looked. "What's happened to me? " he thought. It wasn't a dream.
Over 12 years ago, I started building my first creative team, DugOut Theatre. Since then, my journey allowed me to cut my teeth working alongside Chris Farmer, Mike Leigh, Lyndsey Turner, Vicky Mortimer, and Gareth Fry, and thus learned how to lead creative teams to deliver extraordinary work. Today, I have built my own creative agency of 45 in 7 global locations and we have won awards in each of our skills areas; Design, Web, Animation, Video, Architecture, and Advertising.
The world needs creators more than ever, but many have lost the essence of what it is to be creative. Too often creators are too focussed on justifying their work than the quality of the work itself.
Today, the majority of brand teams are driven toward providing good-looking marketing data for their leadership. Inevitably this strategy competes with what quality creative is all about; inspiring your customers, exciting your workforce, and making the hair on the back of your neck stand up.
I build brands that are contraflow; they never adhere to the zeitgeist and they move the needle of what is expected of a brand. I am not interested in work that blends in, I am devoted to work that investigates the frontier of its industry with the intention of carving out new perceptions of what good looks like.
Success is the pursuit of the "oh that's clever" effect.
One morning, when Gregor Samsa woke from troubled dreams, he found himself transformed in his bed into a horrible vermin. He lay on his armour-like back, and if he lifted his head a little he could see his brown belly, slightly domed and divided by arches into stiff sections.
One morning, when Gregor Samsa woke from troubled dreams, he found himself transformed in his bed into a horrible vermin. He lay on his armour-like back, and if he lifted his head a little he could see his brown belly, slightly domed and divided by arches into stiff sections.
The bedding was hardly able to cover it and seemed ready to slide off any moment. His many legs, pitifully thin compared with the size of the rest of him, waved about helplessly as he looked. "What's happened to me? " he thought. It wasn't a dream.
One morning, when Gregor Samsa woke from troubled dreams, he found himself transformed in his bed into a horrible vermin. He lay on his armour-like back, and if he lifted his head a little he could see his brown belly, slightly domed and divided by arches into stiff sections.
His room, a proper human room although a little too small, lay peacefully between its four familiar walls. A collection of textile samples lay spread out on the table - Samsa was a travelling salesman - and above it there hung a picture that he had recently cut out of an illustrated magazine and housed in a nice, gilded frame.
One morning, when Gregor Samsa woke from troubled dreams, he found himself transformed in his bed into a horrible vermin. He lay on his armour-like back, and if he lifted his head a little he could see his brown belly, slightly domed and divided by arches into stiff sections.
One morning, when Gregor Samsa woke from troub"How about if I sleep a little bit longer and forget all this nonsense", he thought, but that was something he was unable to do because he was used to sleeping on his right, and in his present state couldn't get into that position. However hard he threw himself onto his right,
He always rolled back to where he was.He must have tried it a hundred times, shut his eyes so that he wouldn't have to look at the floundering legs, and only stopped when he began to feel a mild, dull pain there that he had never felt before.
"Oh, God", he thought, "what a strenuous career it is that I've chosen! Travelling day in and day outled dreams, he found himself transformed in his bed into a horrible vermin. He lay on his armour-like back, and if he lifted his head a little he could see his brown belly, slightly domed and divided by arches into stiff sections.
