Hey Reader,
Here’s a Saturday thought:
Most motion creative doesn’t flop because it’s bad.
It flops because no one gives a sh*t.
It’s too clean. Too "On-brand". It's meeh!
Approved by six people including their grandma in a fridging Zoom room.
It disappears, lost in the scroll by Sunday brunch.
Invisibility?
Not only harmless.
Expensive!
- Wasted budget on content no one gets excited over.
- Teams burned out making OK work that feeds the machine.
- A missed shot at making something that deserves a "what the f*ck?!".
Studios that break through, Pixar, Buck, PSYOP, it's not that they hire unicorn talent.
They build systems that protect ideas while they’re fragile.
At Blacksmith, we borrowed a page from that playbook:
- Start loose. Don't lock in too soon.
- Protect ideas before they’re polished.
- "Branch" weird experiments so that, g*dd*mmit, your work at least have a shot at maybe becoming iconic one day—before you kill it.
Turns out; that’s how creative not only survives, but sticks.
It looks and moves differently.
And here's the crazy part:
Braver creative doesn’t take longer. It doesn't even increase cost.
Done right, it moves faster because you’re not stuck in endless review loops.
So as you sip your Saturday coffee this morning, ask yourself:
Do you want to ship content that’s safe and invisible?
Or bold work people actually give two sh*ts about?
Tired of watching your boldest motion work die a thousand deaths, reply to this email.
We're always eager to brew up some visual mischief.