Tighter the brief, the deeper the craft

Once we commit to a creative project, we make choices within it. We narrow down everything into a tight brief so we can build something conclusive.

The frames in place help guide our unconscious decisions. There’s no blur between what we’re making and what we want to make. 

Slowly but surely, we commit to a process despite all the doubt. We gather a proper stream of blood flow and breathing, focusing free-flowing talent into a concentrated effort.  

Distracting opportunities have to die for the most important craft to live. 

We don’t need more of anything; instead, we play with what we already have. We hunker down on the front lines and figure out how to shape our materials. Boredom is welcome, as it provides the opportunity we need to have the next big idea. 

And once the art is out there, it’s out there. We try not to take feedback personally — not to repress or ignore negativity — but to acknowledge we shipped! 

How we perceive our work is more important than how others look at it. Society is either too polite or doesn’t care. Passion, care, sticktuitiveness — these traits are leverage.