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From Sardinia, with love

By Nick Bentley

It’s worked well. It’s always good to have a European dimension to the studio – to add to Silvia (our current Sardinian recruit), we’ve also recently taken on Toni from Croatia as a 3D artist.

Equally, we like to share ideas with other specialists across Europe. So, when we were invited to take part in the University’s annual summer programme, Inform Animation, we saw it as a good opportunity to meet tutors and specialists at the forefront of the creative industries from Madrid, Athens and other parts of the UK.

It also gave us the chance to tell a group of the most promising, hand-picked students from across Europe about our approach. It focuses the mind, and makes you appreciate how our approach has developed over the last 18 months. Admittedly the allure of presenting in the courtyard of the architecture school in Alghero overlooking the port, compared to the record-breaking downpours in the UK was an added benefit which I can’t deny.

So, as the sun went down over the water, I talked about our passion for finding new ways of communicating with different audiences; the importance of communicating our own process (our philosophy film), why we developed our innovation platform ULAB, and the successes we’ve had with our Sweet Tweet and paper apps prototypes.

But, mainly, the value this agency culture brings to storytelling, whether we’re working on a pioneering architecture project like Manhattan Loft Gardens or for one of the world’s leading beer brands, Carlsberg.

An important insight for the students to consider as they went back to their rooms to consider their own creative briefs, or to the bar, to debate into the small hours.

Next year’s invitation will be greeted with similar enthusiasm.

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