Notes
Thinking, while it is still useful.
Short pieces on ideas, creative strategy and the state of the industry, written as I work. Published when there is something worth saying.
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After the doors close: what a highlights film is for
An opening, a private view or a launch lasts a few hours. A short film is how it reaches everyone who was not in the room, and it keeps working long after the doors close.
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The question I ask before I read the brief.
A brief tells you what a business has already decided it wants. It is far more useful to find out what makes it genuinely different, and almost nobody can answer that first time.
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The most expensive part of any project is the handover.
Very little is lost in the thinking, and very little in the making. It goes missing in between, in the gap where the people who understood it hand it to the people who will build it.
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Ideas got cheap. Judgement did not.
Anyone can generate a hundred ideas before lunch now. That has not made businesses more original, it has made the ability to choose the rarer skill.