THREE WAYS TO TACKLE AN OPEN BRIEF
Andrew Jones shares his advice
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?”