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Creativity, Coffee & Croissants: It’s Brainfood
Brainfood takes a summer break at our Berlin office, so, as we tidy away the croissant crumbs, we thought it was a great opportunity to look back at our most recent guest and give you a sneak peek into what goes on behind the scenes every Thursday.
Yesterday we rounded off the first half of the year’s Brainfood sessions with an internal talk, giving the team an insight into ongoing projects. More often that not, however, our guests come from outside of Edenspiekermann.
Every week someone steps out of the elevator and into our Berlin office to talk about something new. From redesigning death to international magazines and almost everything in between, we’ve welcomed a huge variety of inspirational guests to share their stories and have breakfast together with the team.
Last week’s talk was a great example: Sander, from the creative duo Lernert & Sander, stopped by to talk about their advertising work and show us a variety of projects they’ve worked on, from fashion and music to—Brainfood appropriately—food (just take a look at those perfect food cubes below).
He shared his experience creating bold and visually impressive films for brands, and gave us an insight into how they were achieved.
From their work with fashion brand COS, like the Around COS video, to advertising for Campari, Sander shared not only the creative and logistical challenges of creating such films, but also great advice regarding creative processes in general. He also emphasized the importance of refusing to compromise on the execution of a creative concept—even if it means sourcing a real boat.
The most important thing for the client is that you come up with your idea for real.
The team here jumped at the chance to ask questions, from the development of their signature, graphic style to what they do when clients request a viral. On style, Sander offered the folowing: “Style is secondary; it’s all driven by the idea.” And when it came to the oft-requested viral, his response was pretty clear:
If you really want a viral, you have to do something with cats.
It was a pleasure to welcome Sander and all the other great guest speakers who’ve visited the Berin office over the last few months.
We’ll be back with more guest speakers in September, but, if you can’t wait that long, keep your eyes peeled for next week’s blog post where our Amsterdam office will offer an insight into one of their most recent Brainfood talks.