THREE WAYS TO TACKLE AN OPEN BRIEF

An­drew Jones shares his ad­vice

Computer Arts - - Future Deluxe -

01 GET THE WHOLE TEAM IN­VOLVED

At Fu­tureDeluxe, the first step in find­ing the right di­rec­tion is to get the whole team in­volved in the brain­storm­ing process. “Per­son­ally I think we come up with the best work when a few peo­ple are in­volved in that early con­cept stage,” ex­plains Jones.

02 LET EV­ERY­ONE SHARE IDEAS

The next step is to cre­ate an en­vi­ron­ment where ev­ery­one feels com­fort­able shar­ing their thoughts. The key here is to ex­plore a num­ber of dif­fer­ent av­enues un­til you hit on some­thing that res­onates. “It re­ally is a free-for-all – we def­i­nitely en­cour­age ev­ery­one to be in­volved,” smiles Jones. “You know when you have some­thing that feels dif­fer­ent or right.”

03 BACK IT UP WITH RE­SEARCH

If you’re go­ing to ex­plore cut­ting-edge tech­niques, you need to make sure you have the skills to make them work. “We al­ways try and se­cure a de­cent amount of time for re­search and de­vel­op­ment,” says Jones. “We’ll some­times have weeks of this, with dif­fer­ent artists work­ing on dif­fer­ent ideas. It’s ex­cit­ing be­cause some­times we stum­ble on some­thing we didn’t pre­dict, and that’s the point, right?”

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