I can admit there is comfort in the routine and predictable—having a sense of what’s to come, what could be, what might be, and a plan for what the future holds: process, structure, a proven “equation”. It’s understandable, and as a creative team we spend time thinking about how to make aspects of our process and approach more predictable. However, there is a clear and conscious decision that we make every day: process cannot drive the creative approach.

Taking a step back, and looking through the lens as a creative team, two elements define our creative approach: curiosity and exploration. We believe those two elements are core to the creative work we do.

We are driven by the concept we must operate in a place of discovery to create unique, innovative, and meaningful work. This concept establishes a sense of hunger, focus, and excitement. We understand and embrace the idea that being uncomfortable or uncertain—driven by curiosity, exploration, and a constant desire to learn—is critical to our success.

This concept should be embraced. Encouraged with clients and creatives alike. In our experience, choosing an uncomfortable, unconventional path often leads to unexpected and spectacular results.