PJ Richardson

But also you're like, holy shit, how do I do that, right?

And then the process is something that I think, at least in my world, clients have been really, really putting the really...

cramping into and saying, we need it now, we need it tomorrow, get it on the first try.

And so the idea of play and experiment and just trying to see what can be discovered by making a ton of different things.

And then I touched on the celebration.

That's when it all comes together.

That's getting to the end.

That's aiming for the end.

That's getting to the happy places, if you will.

Well, the reason I have this slide is that I've learned from many talks that I've seen here that it's one thing to have an idea, but to experiment and play and to just make a bunch of stuff, no matter... Because I've done... And this happened a million times on this.

I had tons of ideas I thought were great, and as soon as I started it, they were total garbage.

And so the idea here is that we just...

for no good reason except that I like doing 3D, I worked in Cinema 4D and Maxon, shout out to the Maxon team here, this is my Maxon, let's just do UI slides here, and viewport stuff, and just started making a ton of stuff, just experiments to see what was

viscerally cool, and from there, just see what could kind of formulate itself from it and not overthink it.

And they were all failures per se, but you also helped me learn something from it and helped me be like, okay, well, this little unmemorable thing became this, became this, became this, and suddenly you have piles of

It's sort of like the reverse social media.

You know how we see all those one posts of amazingness and they're secretly one of a thousand bad days for a particular artist.

This was like a thousand shitty ones to get to the one day, one little snippet of an idea.

That's the whole failure, what ifs thing.

Yeah, so Pep, to his credit, was like, hey, this is a screen for off, this is a screen for Barcelona, this is a screen for people walking by that don't know anything about creativity, so how can we do something that...