Aesthetic Systems

During the past days, we have been working on a new concept revolving around a cinematic abstract narrative, which we will be using as a showpiece for our aesthetic systems methodology.

When two invitations to participate in exhibitions were confirmed for October, we knew we had to be efficient.

At first, we thought it must be best to develop a strong and detailed concept in the beginning to speed up the actual production process. In several intensive discussions we elaborated an idea we quite liked, involving generated and edited arctic landscapes and animated morphing geometry. Although we made some good progress at first, we started hitting walls when it came to the details. On the one hand, our concept was not precise enough to define a clear creative and technical approach to it. On the other hand, we knew we needed to pick up completely new techniques, other than the ones we had used before. We got stuck, and time was running.

After a family visit interrupted our daily routine, it suddenly became obvious that we had been trying too hard, making three steps at once. We had focused on a target too far away from our current technical and creative position, and therefore failed to see a possible connection from A to B.

To avoid this happening to us again, we wrote down method #2 process = organized flow.

We learned that a) you must not focus on the goal alone, but also on the path towards it. b) this is why the process / an iterative approach is so important to creative work. c) there are no shortcuts.

trust & reputation is a designers best selling method.