The engine room.
Of all of the projects, co-founding and running Creature was the most rewarding and challenging. It would be impossible to share all of it here but it feels like while I'm sharing everything else, this was truly the thing that taught me everything I know so far. Over the course of 14 years we grew from 3 people in a dusty dingy space all the way to 85 at our peak and a second office in London.
Creature was unlike any place I'd ever worked. I personally wanted it to be as solid and well-run as GS&P and as culturally relevant as Wieden but feel more like a group of intellectuals and artists solving problems for brands and otherwise. We used to say, "tomorrow we expect the agency to be different than it is today. "
We did some cool things by attracting talented weirdos. It may have been a bit cult-like at times but not to any leader, to a feeling. When you walked in the door you could instantly get a sense of what that was.
In our 12th ave Seattle location we had storefront windows that became stops on the Capitol Hill walking tour. I was always as surprised as anyone to show up in the morning and be blown away by their expressions or interactive exhibitions. So, while Creature's culture was intentional it was never demanded, or dictated. The vibe at Creature could only be described as intuitive. For many, this made their first month or two agonizing and confusing. Those who survived this period thrived.
I'd like to focus on some random things here that brought the era to life. The stories could take volumes. And as a partner, I only know some of them. I've been asked if I miss it or if I would like to recreate it. The answers are as follows. No, I would not like to recreate it because it has been already done and it served as a good place for a while for some people to work and create. As to if I miss it, well only as I create this website. Mostly, I like to think about what is next.
What follow here is a work in progress that will randomly showcase unique aspects of Creature the group and place rather than the work we did.
The Safe House - Creature Studio Speakeasy
I asked a creative named Chris Campbell if he was interested in converting an old safe into a bar. He said, sounds fun, what's the budget. I think we gave him around $4000 total. This became a signature of the team's recreational abilities.
Creature of London
Started originally to help serve our Hotmail client, the office is its own story that would take volumes to tell. Creature of London continues and thrives to this day with my former partner's achieving exactly what I knew they would when I had the opportunity to meet them and convince them to join the adventure.
Communication Arts Agency Feature
This was a nice article by Warren Berger. He did a great job of capturing who we were right before we moved to our 1508 office space.