A few weeks ago The Kennedys went to meet Machine. Machine are probably the coolest people I’ve ever met. They discard what is ‘supposed to be’ in their work which keeps it constantly fresh and exciting. What’s the point in not being fresh and exciting?
What they made us realize was why do something boring when you can do something amazing, I think. Why do a TV ad when you could make an experience that someone will actually be inspired by; like an event or a club night or a massive sculpture.
They’re unafraid in their work to say what they actually feel which makes it so honest and ballsy that you can’t help but not be inspired by it, even if it is ‘just a flyer’. I’d never been into flyers until I went there. Now I’m all over that shit.
Actually, that’s what they made us realise that there’s no such thing as ‘just a flyer’ or ‘just a poster’ or ‘just a plastic bag’. Everything is a canvas for you to put your mark on it the best way possible.
I was so inspired after I met them that I genuinely toyed with the idea of making some decent, personal stuff, then I had to go to work, then I realised, wait, I should be doing this AT work, making everything I do a creative outlet for myself, not just for the companies I work for. Try my hardest to bend the rules.
Advertising should just be a place where someone else pays for you to make some cool shit, but it always has to be a little bit dented, which is a shame. Machine aren’t like that though. They just do what they want and it works so well.
Check out some brilliance by Machine here:
Text by Ella
Realstagram by Ben
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