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创业1年获众多大牌青睐,这群创意极客是怎么做到的? - 用户故事 - 上线了sxl.cn5 月 18 日,杜蕾斯超敢爱时空站在上海限时开启。
现场,一组人屏互动装置吸引访客驻足围观,参与体验。该装置通过实时捕捉体验者人体动态,在屏幕上呈现出随人体动态流动的粒子动效;结合鲜明的颜色搭配,突出主题概念。
你知道吗?这组充满趣味性的互动创意其实来自一支年轻的创意团队,也是今天的故事主角 ——【空白造物 About Blank】。
1.做创意策划,我们从空白做起
上线君第一次打开【空白造物】网站时,看着地址栏“about-blank”的字样,差点以为是网站出错了~
谈及为什么要用【空白造物】这个有意思的名字,团队创始人之一王飞很认真地回答:“因为我们真的是完全从空白做起!每一个创意,都是从无到有,精心打磨。”
● 从空白组建一支团队
从 14 年开始从事创意工作至今,王飞和伙伴在无数次创意与现实的“拉锯战”中,深刻意识到:想要将创意完美诠释为可触碰的感官体验,绝不是单枪匹马能够做到的。
于是,从创意设计,到平面设计、空间设计、视频设计,包括程序员在内,一个专注于互动、数字媒体和设计的 9 人创意团队逐渐成型。
“我们希望创意是可以看得见、摸得着的。”
借助软件、算法等专业的技术手段;通过图像、影音等多种表现形式并结合物理环境;将无形创意“翻译”成有形体验,成为【空白造物】创意团队始终贯彻的初心。
从一个想法到一支队伍,王飞与团队在创意这张画布上,肆意挥洒……
2.每一个项目,都是从无到有造物的过程
曾经,“五彩斑斓的黑”这句话,说出了多少广告人、策划人的无奈。
但是,【空白造物】团队却用一个又一个经典案例告诉我们:五彩斑斓的黑总会有,并且也是可以实现的。
● 创意是我们的产品,也是我们的武器
【空白造物】创意团队自 2018 年组建至今,在不到一年的时间里,已经拿下了众多行业标杆客户。除了开篇提到的杜蕾斯空间站,还有丝芙兰、华为、七波辉等,都是【空白造物】的客户。
上线君不禁好奇:这么年轻的团队究竟是怎么拿到这么多令人眼红的客户的?
“创意是我们最得意的产品,也是我们最有力的武器。”王飞说:“我们只是尽一切可能把客户的每个需求变为现实而已。”
说到这里,王飞分享了团队的一个小故事:
“我们曾遇到过一个空间装置的需求,客户希望在视觉呈现上是个盒子,但同时也要有足够的通透性。这个需求和当时项目的客观条件确实是冲突的。但是我们尝试了很多方案,最终调和了‘理想’与‘现实’的冲突。”
所以你看,五彩斑斓的黑可以有,“不可能”也可以成为“可能”。
● 我们把每个创意,都当做一次跳板
“如果是过去,我们可能会更在意项目本身,比如实现方式、呈现效果。”
但是现在,王飞坦言:我们更希望能将每一个项目作为跳板。成功也好,失败也罢,都是【空白造物】总结复盘和升华的机会。
“所以我们选择了「上线了」,”王飞说:“我们综合考量了网站呈现效果、响应速度以及易用性几个方面,最终决定使用「上线了」构建品牌与创意的集合集散点。”
现在,王飞会将每一个历史案例及时更新到【空白造物】官网中,通过持续性复盘与总结,以期待为下一次出发做准备。
“秉承匠人之心打磨每一个创意固然重要,但品牌发展到一定阶段,如何形成品牌独有的产品化思路同样也很重要。”
这是王飞对【空白造物】未来的期许,也是选择「上线了」的理由。你呢?