The team members at creative production studio Mainframe usually have an internal project of some sort on the go, but often end up abandoning such projects once paid work comes along, only to reject them upon a second look later on.
“With For Approval, we were determined to break the cycle,” says Chris Hardcastle, a partner at Mainframe. “We were trying to get something to look wrong, but in the ‘right’ way. It became very reminiscent of the abstract conversations we often find ourselves in working through client projects. Being ‘right’ in our world can be very subjective, so there was lots of discussion around things like whether the cloth coming out of a tap felt both watery and cloth-like,” he explains.
“Because each scenario was so stripped-back, getting those subtle details right took up a lot of our time. We’re really happy with the results, and the reception it’s received has been mind-boggling.”