Uncommmon Studio

0:00 [Applause]

0:08 hello ♪

0:52 So tonight I'm going to talk through some projects a tiny bit slower than that by aim to get through 10 things in 10 minutes so this is what we're going to talk about zero what are we about number one branding number two unbranding three big stuff fre B Big Stuff part two four you cannot not design no design bad design serious design what was that all about and later means never these first few slides we actually show these to new clients and we start talking about the creative process it also frames kind of Who We Are so people wouldn't care if three courses of Brands disappeared tomorrow we think we've reached Peak stuff peak of everything we've entered the age of average it's a bit harsh this one but but I kind of feel we it's bland ification a little bit like watching England play everything like feels the same feels like a little bit come on. And this is the way we like kind of like tea up our clients to make exciting work.

2:04 But we believe un commmon that some Brands can make a difference like never before these are the brands that matter and ones that the real world are glad to exist these brands are uncommon so number one branding rebranding FIFA's most popular football game into a club eafc triangles ♪

2:41 what from Total Football Ticky Taco gag and pressing this is football's DNA always been in a game. Now it's in the name ♪

3:02 the shape of football's future got ♪

3:10 got on the ♪

3:15 pitch in the ♪

3:20 culture to the world ♪

3:38 trying so that was our launch film for our project. But interestingly like it started off of a triangle with an icon.

3:45 That's hiding in plain site and then out and common we build a big brand system like normal things like custom topography graphic language and design world but what we really like also really care and craft as much as the design work itself is how we launch it into the world we launched that with Beck sedan and also on the right hand side benite actually did this is sort of super cool and for us as much about like launching as the work itself so we we partnered up with 65 of EA's partner clubs and we like made scarfs and put them around football grounds for the first day of the season. And we did a launch event in in Amsterdam the home of Total Football we actually got the world's best insitu pack shop this isn't something we go around uncommon showing but when I explain uncommon to my mates this is what I sort of like say so we're a combination of like a design studio and an ad agency and to be honest you could chuck a load more like circles on top of there.

4:54 So we call oursel a creative studio so we're neither of those two things I've just added this one in what we loved about the EA EA project was seeing the icon like appear in different places around the world like from Sunday League all the way up to the professional game but when you work of like iconic Brands you involved in iconic moments I know it's only a tiny thing it's like a it's a logo on her shoulder but Rebecca Welch was the first female ref in the Premier League number two unbranding removing the M head or logo from a magazine so early last year we started rebranding Port magazine this is like a little collage of some of the covers we were testing and everything sort of felt like quite familiar the magazine had like really good design Heritage we couldn't really quite get it.

5:46 So we went back to what the essence of Port was about. And it's about the people.

5:53 So we decided to ask all the cover stars to write their own name sorry write the masterhead port and that would be on the cover and it came up some really interesting results so tyers was playful and fun and you can get that through his like his port and then France was talking about he wants to hide in everyday life and his letters are like bent round and curved on each other and kaai was like an explosion you get this great sense of like personality through this moment and we really want to connect with the cover stars in A Closer way it's also the magazine has no logo which is a bit of a nightmare but we'll skip over that just some more stuff on Port this talks quick so I'm just going to just show you some eye candy bits number three big stuff so in a world that says you can't you can do it.

6:47 So this is kind of a way in how we like maybe set up the kind of like friction or tension in society of one of our projects so we have less money less time less motivation less knoow we don't know where to start 80% of us want change and only 36% feel they can do it even if it's scary you can do it your dad could do it your sister could do it the handy man could do it they aren't going to do it you can do it maybe tomorrow maybe next year maybe never maybe now you can do it and the cre direction for here like we use delicate typography and that was kind of like a symbol for hope and your kind of like like courage I guess and then we had these like huge like tools as superheroes coming in to kind of like save the day and Empower you to make that change we love shooting everything in camera this is like a drill piece the biggest drill piece we get but a drill piece and then we like painted on little bits of metal on the end of the drill piece super cool like bits of detail and again we wanted to catch everything in camera to get the light so the light was bouncing off the objects in the right way.

8:02 And we always try and find a stretch in the idea with a slight twist we spent way too long photographing toilet plunges that makes you feel like some you know brings you right down to earth like $6.99 but like it's popular so but at the end you get to do like type is a turd which is nice freeb Big Stuff part two bit more report this is the article about oranges this story mentioned a girkin or pickle this is a cocktail this is about chefs using too much butter in their food at restaurants I didn't read this one but this is popcorn four you canot not design five no design ideas can come from anywhere and uncommon we have no formula this was a sketch that are ecd did for BA which reads if you can't read it it says on the top it says plane needs to feel sun-kissed start with a person add another add a baby so it starts with a person you add another and you add a baby and we built this all around the idea of like really what we're selling here we're selling the emotion we talk about emotion a lot uncommon and here we're selling the emotion of when you first look out that plain window at 35,000 ft when you realize you're going somewhere special and you're excited and the line we worked with everywhere you go makes us who we are a little bit behind the scenes we want live do everything camera we try to hire a plane expensive so we did a 3D render of the plane to figure out the correct angles and shot plates of of the people the next slide I'm about to show you is a warning this isn't the TV ad because I've got so little time in this talk I've sped it up to the end frame.

10:14 So I apologize but here we go ♪

10:28 evening a place to ♪

10:35 go so just kind of love the way that idea that started on a notepad and started as a poster ended its way into a film that inspired a film. And we also like found a baby with the best core body strength to like sit up look out the window and we also totally love it when we get spoofed this is Ryan Air like cramming people in this is EasyJet I've put a little pronunciation note on there.

11:04 So I say mu yorka I think that's right Gregs Legends and then we started spoofing it in house I'm not really sure what this is but this went around our WhatsApp so I thought I put it in six bad design the insurance cat is all about risk but never want to talk about risk they always want to reassure you.

11:32 So we want to talk about risk and mistakes so the hiscox we made the most disastrous campaign ever I'll let you read that one so all about little mistakes for big consequences just like lovely kind of like idea Le like always have that thing of smile in mind I think this kind of does that seven serious design this is all about getting closer to the Stars I had to introduce Sirus because it's a a brand in North America it's like the largest kind of like they call themselves the leading audio entertainment company in North America but it's kind of like a big radio station.

12:24 And it's name it's called serus which is named after the brightest scar Sky scar star in the sky the dog star so we again like an icon born out of a star and has a dog I'm in a 22 with Theif is the two1 going do when you spr up bit you ain't got the answer s so I sped that up a bit as well to keep in my time and the work for serus is all about getting closer it it be closer to the stars and also closer to the music.

13:38 This is the piece of our home.

13:40 This is getting closer to hip-hop this is getting closer to the game. And we shot these all as a series of motion portraits I love this one this is getting closer to Country eight some going to end with like a point of view on uncommon.

14:00 So we ask ourselves those same questions we always put to our our clients so how do we go from being a brand that sells stuff to people to a brand that people wished existed that's the studio we're trying to build and that's what we kind of always say to ourselves and this is like really ambitious and really Punchy but kind of it's all what we all believe we want to build a studio for the most important and influential briefs of our time time nine that's it later means never [Applause]