When you’re in the agency business, one of the first questions people ask is what industries you represent. In our 11-year history, we’ve always had a diverse client roster, so this question can be a tough one to answer succinctly.
At some point, it occurred to me that it might be easier to say what we don’t do than recite the long list of what we do — B2B, consumer, building/architecture, DIY, ed tech, financial services, tech, media, etc. We generally aren’t hired by fashion, beauty and entertainment brands. We’ve all dabbled in those areas (Tracey and I once donned headsets to work Fashion Week for Tommy Hilfiger!) and some of our clients do as well, but they’re not really our focus.
I’ve struggled with this answer, though, because I would never advise a client to start with the negative or any response that would limit their potential. And an experience I had this morning only reinforces that internal conflict.
Our client, Lucite International, was recently approached by Alexis Bittar to collaborate on a campaign to celebrate his 25th anniversary of working with their material, LuciteLux®. Details are still in the works, but I was invited to take a tour of the Council of Fashion Designers of America 2010 Accessory Designer of the Year’s studio in Dumbo, Brooklyn.
I’ve been a fan of Alexis’ work for many of those 25 years, but to see how hands-on and involved the design and manufacturing processes are was simply awe-inspiring. He brilliantly embodies LuciteLux®’s tagline: JUST IMAGINE.
While LuciteLux® isn’t a fashion brand per se, its story is relevant to those who design accessories and embrace the creative possibilities of the material. And I was reminded during the tour that Alexis’ story transcends fashion — touching design, craftsmanship, art, color, manufacturing excellence and so much more. I walked away wanting to open my mind and push my own creativity even further.
What or who inspires your creativity?