A/D REVIEW
Words by Laura Perm-Jardin
I almost had a fit when I discovered I had missed last years Analogue/ Digital Creative Conferences and subsequently lucked out on insight and inspiration from the likes of ‘Ill-Studio’ and ‘We Buy Your Kids,’ easily two of my favorite studios that produce projects that consistently cause me to fan-girl without fail every time I stumble across one. If last year’s line up was any indication of what the 2012 event would bring, I immediately knew there was no way I could miss this year’s event without possessing the strong desire to kick myself.
Already having attended Analogue/ Digital’s ‘Ill Studio’ side talk earlier this year, I was anticipating a quality day laid out by conference curator and co-ordinator Matthew Haynes and his partner Dylan Street. From the moment you walk in and are greeted with an oversized hot-air Lister creation in the foyer, you know it’s going to be an interesting day. Each speaker, hand picked from a variety of spheres within the realm of the creative world, was as interesting and charming as the next. The question time at the end of each session (executed on some killer vintage furniture) opened a dialogue between the audience and speakers allowing a diverse range of questions and discussion ranging from personal experience, to the future of the design industry.
Kicking off the event was grass roots marketing guru Josh Price, one half of the brains striving towards the perfection of the traditional art of shoe making; FIET, a footwear connoisseurs wet dream. Price shared his insightful outlook and experience which demonstrated the importance of adapting with technological advances by shifting business models in order to embrace the internet, digital culture and most importantly, what works for your brand. FEIT’s success just goes to show that with hard work, paying attention to the craft, dismissing fast-fashion trends and targeting the right niche (and more importantly, keeping them happy) even niche businesses can thrive whilst still abiding to their own ethics. Price was followed by PITCH’s favourite Melbourne-based designer, art director and still life stylist Sonia Rentsch (who is, by the way and incredible story teller and should pen her own novel) took us through an incredibly inspiring and absorbing journey of her life experiences through the years and unveiled some insight to how she got where she is now.
Other highlights of the day included a memorable spiel from Anthony Lister, who is a force of nature all on his own. His slightly disjointed but ever-so-entertaining rhetoric and chilled out attitude ensured that the crowd relaxed a little, sank into their seats further, and had a hell of a lot of fun. However, even with Lister blasting party tunes from his mobile, it was the two final speakers that surprised me the most. It is without hesitation that I can say that Brendan McKnight and Chris Doyle are two of Australia’s most driven and prolific creatives, but are ubiquitously the most down to earth, passionate, humble and generally all round ‘good people’. McKnight who was responsible for the vision behind desktop magazines largely successful relaunch in March 2011, was also responsible for providing a clever, witty, and hilarious account of how he came to find himself in such an esteemed position topped with some fantastic short and sweet advice (my personal favorite was tip number seven -‘Don’t be a dickhead’)
The job of delivering that final hard hit of inspiration was appropriately bestowed upon Christophe Doyle, and I am certain that his witty demeanor, vigor towards design and drive to make the world a better place resonated with every single member of the audience. His most humbling moment was admitting that most days, just like the rest of us he feels like a charlatan. The quality of the speakers paired with title sequences designed in collaboration with Brisbane story-telling specialists ‘Breeder’ made for a very moving and influential conference. Most importantly of all though (especially for socially inept people such as myself) the whole event had an overwhelming air of un-pretentiousness to it. The whole event breaks down the stigma of ‘design-snobs’ and during breaks, you could even casually observe your idols sipping their complimentary tea and coffee and perhaps even work up the courage to say hello.
Analogue/ Digital have worked hard to cultivate a welcoming, engaging and optimistic atmosphere not only for students, but for anyone is passionate about the creative industry and design. Regardless of whether you are a bright eyed and bushy tailed student or simply an in-house designer desperately seeking to hit ‘refresh’ on their inspiration quota, the Analogue / Digital Creative Conference and any other A/D exploits are not to be missed.
I almost had a fit when I discovered I had missed last years Analogue/ Digital Creative Conferences and subsequently lucked out on insight and inspiration from the likes of ‘Ill-Studio’ and ‘We Buy Your Kids,’ easily two of my favorite studios that produce projects that consistently cause me to fan-girl without fail every time I stumble across one. If last year’s line up was any indication of what the 2012 event would bring, I immediately knew there was no way I could miss this year’s event without possessing the strong desire to kick myself.
Already having attended Analogue/ Digital’s ‘Ill Studio’ side talk earlier this year, I was anticipating a quality day laid out by conference curator and co-ordinator Matthew Haynes and his partner Dylan Street. From the moment you walk in and are greeted with an oversized hot-air Lister creation in the foyer, you know it’s going to be an interesting day. Each speaker, hand picked from a variety of spheres within the realm of the creative world, was as interesting and charming as the next. The question time at the end of each session (executed on some killer vintage furniture) opened a dialogue between the audience and speakers allowing a diverse range of questions and discussion ranging from personal experience, to the future of the design industry.
Kicking off the event was grass roots marketing guru Josh Price, one half of the brains striving towards the perfection of the traditional art of shoe making; FIET, a footwear connoisseurs wet dream. Price shared his insightful outlook and experience which demonstrated the importance of adapting with technological advances by shifting business models in order to embrace the internet, digital culture and most importantly, what works for your brand. FEIT’s success just goes to show that with hard work, paying attention to the craft, dismissing fast-fashion trends and targeting the right niche (and more importantly, keeping them happy) even niche businesses can thrive whilst still abiding to their own ethics. Price was followed by PITCH’s favourite Melbourne-based designer, art director and still life stylist Sonia Rentsch (who is, by the way and incredible story teller and should pen her own novel) took us through an incredibly inspiring and absorbing journey of her life experiences through the years and unveiled some insight to how she got where she is now.
Other highlights of the day included a memorable spiel from Anthony Lister, who is a force of nature all on his own. His slightly disjointed but ever-so-entertaining rhetoric and chilled out attitude ensured that the crowd relaxed a little, sank into their seats further, and had a hell of a lot of fun. However, even with Lister blasting party tunes from his mobile, it was the two final speakers that surprised me the most. It is without hesitation that I can say that Brendan McKnight and Chris Doyle are two of Australia’s most driven and prolific creatives, but are ubiquitously the most down to earth, passionate, humble and generally all round ‘good people’. McKnight who was responsible for the vision behind desktop magazines largely successful relaunch in March 2011, was also responsible for providing a clever, witty, and hilarious account of how he came to find himself in such an esteemed position topped with some fantastic short and sweet advice (my personal favorite was tip number seven -‘Don’t be a dickhead’)
The job of delivering that final hard hit of inspiration was appropriately bestowed upon Christophe Doyle, and I am certain that his witty demeanor, vigor towards design and drive to make the world a better place resonated with every single member of the audience. His most humbling moment was admitting that most days, just like the rest of us he feels like a charlatan. The quality of the speakers paired with title sequences designed in collaboration with Brisbane story-telling specialists ‘Breeder’ made for a very moving and influential conference. Most importantly of all though (especially for socially inept people such as myself) the whole event had an overwhelming air of un-pretentiousness to it. The whole event breaks down the stigma of ‘design-snobs’ and during breaks, you could even casually observe your idols sipping their complimentary tea and coffee and perhaps even work up the courage to say hello.
Analogue/ Digital have worked hard to cultivate a welcoming, engaging and optimistic atmosphere not only for students, but for anyone is passionate about the creative industry and design. Regardless of whether you are a bright eyed and bushy tailed student or simply an in-house designer desperately seeking to hit ‘refresh’ on their inspiration quota, the Analogue / Digital Creative Conference and any other A/D exploits are not to be missed.
