Renowned brand strategist and Producer/Director of Briefly, Tom Bassett took a few minutes to talk with the Architechnologist before he participated in a panel at TechWeek in New York City on October 3rd. Our discussion spanned from the architectural to the technological and to their dependence on patrons that sponsor the innovations. Bassett’s insights and relationships make it clear that innovators are best inspired by a project, and it’s brief, when the creative process is left open.
Don’t tell me what and how. Talk about why — don’t cut the creative process.
While the film focuses on design and advertising as products, we agreed that any innovation grows from a seed that requires freedom and that an instructional should be seen as inspiration or we risk curtailing exceptional results. The commentary from Briefly’s collection of thought-leaders is inspirational on it’s own — a glimpse that might help inform and inspire future generations of collaborators to write better briefs and manage the briefing process differently in order to help lead to exceptional creative results.
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Of course, most projects will continue to be launched with a brief, but the dream behind Briefly is that we see even more exceptional innovation because ideas are conveyed to creative minds with freedom to inspire without confinement — as creative giants re-shape the way we think about briefs.