Playing safe isn’t safe
Post by Creative Director Anton Ezer...
When was the last time you went to an art gallery and didn’t remember anything you’d seen?
My guess is never.Even if you aren’t into art and hated everything, something would have touched you enough to distract you from the rigours of everyday life.Maybe you’d remember it for an hour, a day, a week, maybe it would resonate with you for a lifetime.A Jaguar Jet suspended in a nose-dive from the ceiling, an installation that glows like the sun, a bombed out car, rusted and twisted in the middle of a museum full of shiny precision made killing machines.I don’t believe it takes a genius to think up work like this, just a scant disregard for failure.Without the paralyzing fear of failure artists are free to express their creativity to its limits and produce work that truly disrupts, making it impossible to ignore. It’s this approach that excites us at Kindred.Connect with people on an emotional level, throw the rulebook out (or at least put it in the bottom draw for a while) and see what happens.Maybe, just maybe, the creative product will have a chance to shine, not disappear amongst the sea of mediocrity that invades our mental space for a millisecond and is then forgotten.I understand completely why many clients fear this approach, why the ‘middle ground’ and playing safe are havens in a difficult economic climate. Well, I’ve got two words for them.Gorilla. Drums.
