PJ Richardson

with every idea and intentionality of starting there and ending there with the visual look of this.

And that was a jumping off point.

Very quickly, I realized that both because of time and skill set, we were not going to pull this off to literally grow our own mold for the titles or to create it in Houdini or any other tools.

I just didn't have the... Those moons were not aligning for the creative direction for this, but we were trying.

Yeah, like I think one of the biggest things that... thinking about the audience here and...

Ignoring a second the style of what we make, I think the commonality between all of us here at OFF is that we challenge the status quo of creativity in some way or another.

You can call it a rebel, you can call it whatever you want, it's not about being rebellious necessarily, but we're here because, like this question, we ask what if.

The amount of people you meet every single year that come here that are like,

I couldn't afford this or I'm from a far away place or I was in a different place and I maxed out my credit cards to go off to get inspired and I did the same thing early on and I was like, man, that's what this is all about.

That's where we all are at some point and start and certainly begin at because of this passion to get to where we...

we want to go because it's just such a cool, privileged, awesome, humbling experience to be able to be as creative as we all get to be and be around each other.

And so that theme of challenging the status quo, and then I think that the one little

checkmark I added to it was with joy because the creativity is so subjective and it is so hard and especially in this day and age there's so much pressure with world chaos there's you know this whole AI thing like it's like and and so it was just like okay how do we challenge all of that with joy and that was that that was the the the theme that came out of this to try to

put something on this idea of community that the Uncommon team had formulated so well with this identity.

Yeah, it's an intentionality.

Some people are just happy and things fall into place and things are rad.

But like a lot of the time you kind of have to force yourself there given any number of different reasons.

Yeah.

So so so here's the big challenge that I ran into with this, with with this beautiful mold idea and even this challenging the status quo of joy is like, what do you do for

at least four to five minutes of titles and how do you add any rationale or any meaning or any purpose or any... Like, literally, how do you make something and give it a reason?