It’s not everyday that we see work that inspires us. I’m not talking about the kind of inspiration that urges us to go plant a tree, or do something good for others. Both are fine deeds, but I’m talking about something more personal. It speaks to the creative heart dwelling inside all of us. It reminds us that there’s a higher ceiling out there, and urges us to do better.
This is the stuff of ninjas, shamans, and sorcerers. When I came across Resn Interactive’s agency site, my mind opened, my jaw dropped and my stomach turned. When I see extraordinarily creative work, I literally become sick. It’s a sickness that slugs me in the gut, and reminds me why I got into this field to begin with. I think to myself: “My work should look like that. I can push myself further.” Hence the stomach turning, because I wish I was that good and fear I am not. Yet.
Resn is based in Wellington, New Zealand. Their office is set up like a “70′s penthouse possum hunting lodge”, and their backyard is the land and seascape seen in Lord of the Rings. Their clients are sexy: Rock stars, Vodka and MTV. They seem to have a no-holds-barred culture that allows freedom to create original, heart-stopping work. But you don’t have to move to New Zealand or change jobs to get inspired. It starts with you, and your ability and vision to make a difference within your sphere of influence.
Most don’t have the privilege of working on the sexier brands, but that shouldn’t stop us. Don’t blame anything on your clients. This is all you. The fact is we’ll never do work like that unless we elevate ourselves to that level. Start by throwing out the mentality that you’re only as good as what you’ve been asked to do. Your client list shouldn’t limit creativity, so stop using it as a crutch and try harder for them. And try harder for yourself.
It’s about showing off the “what-if” factor. So innovate. Do it differently. And do it often, even if that means inventing your own mock clients and creating materials for show. Ask yourself what kind of work you’d like to be doing, and make time to do it. The resulting portfolio will display a richer body of work, rooted in real world executions, highlighted by your unique conceptual vision for the world of “what-if”.
At the very least it will satiate your creative urges and show passion. And passion for our work is something we need to be reminded of every now and then.