Adapt, Shape & Shake

To launch a studio tuned into what’s relevant, to create experiences that resonate and inspire, we must be attentive to the state of the world we are living in. What trends are shaping our reality today? Which way is the wind blowing? It’s true that the state of the world today isn’t always pretty, but we are true optimists. Amid all the upheaval there is hope and promise.

This paper aims to encapsulate our perception of the world and to frame how we intend to engage with it as a creative studio.

This vision comes out of a three-sided prism: our relationship with the planet, our relationship with the society we live in and how culture and creativity are interlinked. The conclusions we draw here will help us drive future business, management and creative decisions. And of course, we will continually re-assess, reimagine, reinvent ourselves, staying in step with a world that is constantly changing.

The planet we are living on

We will adapt - and take actions to limit our impact where we can, leading by example: even if our efforts aren’t enough to change the world, we can still influence people around us.

A 20 year-long Big Bang

We’ve spent the past 20 years focusing on how technology is exploding every day. We have been living in a state of “tech urgency” in which our devices, performances and IT tools have been evolving at a crazy pace.

We spent almost two decades going at this breakneck pace, thinking devices and innovation would change the world. And they did change it. A lot. Bringing both solutions to our problems and their own new societal questions.

But quite suddenly, this urgency became less visible.

Technologies reached maturity, and progress gaps between devices models became less obvious. Our smartphones started to change shapes, colors, camera pixels and buttons shapes every year, but the revolution they brought to our lives became less visible. Tech companies did continue to change the world at their own pace, but innovation became less disruptive than before.

And soon enough, “tech urgency” was replaced by "nature urgency".  

The horrific scenarios that were announced by scientists for decades, that we thought hypothetical and far away, suddenly became visible and tangible. 

The course of climate-related events began to speed up every day. The impact of climate change became visible, even in our usually spared countries. While yesterday we were considering solutions to avoid the most catastrophic scenario, today we need to take action to limit the consequences of climate change to the minimum possible and start learning how to live with them.

We have created a new world out of sync with old models of business and behavior. We need to adapt our way of living, and take action to meet this global challenge. We may not all share the same feeling of urgency, we may not agree on what actions to take, and how we need to change the world to implement them, but one thing is certain: Change is here and we must adapt, all of us.

We believe that changes towards a more adapted way of live should be driven by governments, but we think that individual efforts also have an important role to play in the challenge ahead.

We are aware that efforts we implement as a creative studio will have a limited impact on a global scale, but we believe in the power of leading by example. If our efforts and their limited impact can be reflected in our work and amplified in our communication, they might inspire and convince others to do their part. This way we create a virtuous cycle that we believe is much more efficient than driving change through fear.

The society we aim to live in

We will shape - and we will use the studio as a playground to create our own ideal micro society: more inclusive, fairer, and kinder. We will make sure our work participates in society to extend this vision outside our walls.

Take care of the social fabric

If the isolation we felt during the lockdowns has taught us anything, it’s that we’re better together. Social life is essential for all of us. It makes us feel alive. It brings balance to our lives, because we share feelings and opinions. Because we express, and because we unload. Because we debate, and because our certainties are challenged. It makes the world smarter, more balanced and peaceful.

About loneliness and escapism

The pandemic’s difficult social environment illuminated how overworked, tired, and lonely many of us are. A lot of people have felt the need to restore balance in their lives and adapt their daily routines with new activities: nature, nightlife, sport, drugs, social relationships, or any other form of entertainment.

Shall we consider this new trend as a modern form of escapism? Or are these simply ways of making our lives more enjoyable? Escapism has always been a spontaneous reaction to difficulties. A key question is always: are we doing it for the right reasons? One thing is for certain: loneliness experienced at a societal level has shined a light on our need for every form of social life, and for the benefits of all the social links we could grab here and there.

Shared understanding of necessities

Climate change will impact how we organize our societies. It will impact the way we live, and what we consider to be our rights: to travel where we want, to eat what we want. It might also affect our access to basic needs such as food and water. In this context, we need to make sure that some necessities are available and non-negotiable for everyone. But what you consider necessary is not universal: it’s a personal understanding everyone has built on various factors.

However, if we want climate change to slow down and appease social tensions, we need to share a common understanding of what we call “necessity”. Because this will influence the efforts we can expect from everyone. Ensuring that we have solid shared foundations is crucial for our societies to take on upcoming challenges. We have no other choice than to stick together and exchange.

In the hands of Gen Z

Gen Z aren’t impressed by billionaires. They don’t conceive professional success the way other generations do. They have a new take on who should be in power and how people in power should behave. The way we organize our societies depends largely on how social systems need us to organize our societies. If the next generations decide we need a restructuring, whether that’s in our economies, our family structures or our work environments, then that’s what going to happen! So we had better start listening to them.

On many levels, a company is similar to a micro society: a group of people that interact with each other, creating mutual benefits.

We are shaping a studio where people are respected and where we all care for others. A safe place where everyone can flourish in a more inclusive, fairer, and kinder environment. We want become a studio that people like to work with, and that people want to be a part of.

We believe these values will be reflected in our work and will contribute to healthy relationships with clients who share them.

How we will generate true creativity

We will shake - because we believe creativity doesn’t just sit somewhere, waiting to be found. We believe creativity emerges when you mix together diverse types of people, techniques and disciplines, and shake until you obtain something unique.

Cultural shifts: are we going backwards?

The 20s are vintage now.

And we’ve been doing this for a while. With every cultural shift, we’ve taken and combined elements to produce something new. We wouldn’t advise throwing out your skinny jeans just yet – chances are, we’re going to circle back.

Does this mean we’ve thought of everything? Are we entering an era that depends on past revolutions in fashion, music and movies? Are we getting lazy?!

These are questions worth exploring. No matter how many times or how far back we dig into cultural archives – we can always learn something new. It’s so crucial to appreciate and honor our pasts, but we can’t get stuck in nostalgia. Our world is so globalized, that we need to pour in diversity.

We will continue finding inspiration in past lives. What will keep changing is our interpretation of them, what we cherry-pick as trends, and how we transform old ways of living into new ways of expressing.

Technology – and what we do with it

Gone are the days of ’unplugging’. The internet has become a necessity. If you want a job, or a social life, or a date, you need the internet. So what’s in store for the future?

Whether it’s perceived as a good thing or a bad thing, the metaverses are going to be part of our futures and could bring massive benefits in various fields: entertainment, education, business development.

A large number of apps and software help anyone to generate color match, to edit video with a phone, add any filter on a photo, create music with a computer keyboard. Self-teaching is the norm, and the internet is full of tutorials to feed your skills. Maybe in two years, most of us will be purchasing AI art as part of our cultural capital.

As Andy predicted in the 60’s, anyone can now become an artist, photograph, film director, designer, musician or developer. A good example of how to give old ideas new shape.

We don’t see a reason to worry. There is no need to gatekeep. Some believe giving the key to the sacred world of so-called “creativity” to everyone will promote mediocrity. We believe the opposite: more producers with more platforms, means more content, more ideas to stir and mix. This means more inspiration, which leads to more creativity.

Filter bubbles and online echo chambers

The algorithm knows you better than you know yourself. Sometimes it’s comforting: Who wants to scroll through content they don’t like? Isn’t it nice to be understood…

Algorithms and social media also reinforce community feelings and tend to group like-minded people. They make you evolve in your own filter bubble, and in more extreme cases, creates echo chambers that can intensify toxic subcultures and make them harder to dismantle.

Filter bubbles and echo chambers bring attention to the necessity to stay receptive to other perceptions of reality. We need to break this auto-centric self-comfort and risk opening our minds to the richness of other cultures and ways of thinking. For this, we need more books, more exchanges, more events where we can meet, confront, share and debate.

In the 2000’s we used to call it “thinking outside the box”.

We’ve decided to set up a creative process where people with different skills and from various cultures bring their ideas and opinions to the table. Because we realize diversity is the only way to stay, if not ahead the curve, at least relevant in today’s society.

We believe creativity doesn’t just sit somewhere, waiting to be found. We believe it emerges when you mix people of diverse backgrounds together.

Together we shake things up until we obtain something valuable and unique.

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