Who
Independent. A small independent creative practice dedicated to creating sparkling, original brand content people talk about.
Earnt. We segment modern media into bought, owned and earnt. We focus on earnt, this involves creating integrated social and editorial media campaigns.
Select. We have a handful of clients that include Nike, Ray-Ban, BMW and the V&A.
How
Meaning. Our basic start-point with any campaign is to look at the brand in terms of people. How does that brand, and its values, relate to people’s lives? How do people give that brand’s products a life and a meaning?
Intelligence. We do this by using specialists with relevant experience to gather cultural intelligence which explores people’s behaviours and motivations in fresh, unprejudiced ways. We unpack clichés; we challenge assumptions; and we try to understand people with warmth and sensitivity.
Change. Through this cultural intelligence, we find small details and insights that allow us to tell brand stories that generate recognition and empathy from the people we’re talking to. As a result, our content changes minds, builds brand equity and changes how people behave.
Craft. To our core team at the centre, we add bespoke teams of specialists drawn from the worlds of design, film, academia, production, journalism and PR according to the brief. This handpicked approach means every team is unique to that project, and explains our track record in executing projects all around the world.
What
Original. We pride ourselves on researching everything for ourselves and generating content that has never been seen before.
Elements. Each campaign is made up of a bespoke range of elements to drive the conversation dependant on strategy and budget. This can involve all sorts of things ranging from fanzines, research reports, gigs, and short films, to podcasts, exhibitions, installations, and media tours to name just a few.
Beauty. We present it in beautiful, simple forms that people choose to see, hear or read.
Lifespan. Our ambition for every project is to create original content that lives on in browser bookmarks, and torn press cuttings kept in wallets and drawers.
Why
Less. Less is more. Brands and media organizations are publishing more and more content in more and more channels. But too much of it feels recycled, bland and homogenous. However, original material stands out more than ever.
Simplicity. Our approach keeps things simple with media. People don’t listen to iPods; they listen to music. They don’t watch YouTube; they watch video clips. And they don’t talk to Facebook; they talk to each other. The point is, worrying about the way people get to the content can distract you. If the content isn’t right, the medium won’t save it.
Name. Our name reflects the craft and range of specialists we involve in every project, our desire to find big meaning in small things, and the emphasis we put on sparkling original content.