ok okkkk lemme explain what this is. but first, welcome.
we made this for us. for all of the people we create stuff with. then recently I was sat on a flight and thought... this kinda explains how we think better than anything else. so we made it public.
this is just a little collection of the things we talk about when we're making stuff. we love telling stories about real life more than anything in the world. we're obsessed with it. but it's really reallllly hard. and when something is really hard it's important to remember why you started.
it's not about the label. it's about taking an idea out of your head and turning it into something that other people can feel and understand. we think that is immensely fun. That shit is special.
when we share most of what we make on this thing called the internet, it can start to feel like this is just an 'online' thing. it's not. that's not what this is at all. we make videos for the internet to inspire people to get out there and live. in the real world.
we care about the moments.
tbf we care about them even more than the shots. if the moment didn't happen, then no one experienced it and if no one experienced it there's no story to tell.
soooo yeah maybe now you can create a video at a click of a clever little ai button... but how bloody boring is that?
the best stuff we create always seems impossible before get started. we don’t think of ideas based on what we think is possible with the resources we have. we dream up what we would love to make, then we work out how to get there with whatever we've got.
dream first, build second.
in a team of 20 people it only takes 1 person to utter the words 'that’ll do' and everything falls apart. It won’t do. and we’re obsessed with making stuff as good as it can be. That doesn’t mean perfect - it means as good as it can be.
It’s gonna get hard. we're gonna get tired. we're gonna argue about stuff. but never forget how privileged we are to do this job. When we're 90 years old we’ll look back at this time as the best years of our life. Enjoy every second.
