Perfectly Imperfect

Embracing Flaws and The Creative Power of Imperfection


To be human is to be flawed, and it’s within these imperfections that creativity flourishes. Throughout civilisation, imperfect beings have crafted amazing art, songs, literature and films. These creations often come from tortured souls and renegade filmmakers who challenge us with their visionary work. Human imperfection fuels great creativity, enabling us to produce profound and resonant art that speaks to the core of our shared experience.

It's not just in the arts where this human imperfection has catalysed progress. Renegade physicians, astrologers and mathematicians have historically defied the doctrines of their times, particularly the rigid structures imposed by the church, to forge new paths in thinking and consciousness. By challenging established norms and embracing the unknown, these pioneers have laid the groundwork for modern science and medicine, transforming our understanding of the world and our place in it.

Challenging the Norms in Professional Creativity

As creative professionals, our mission is to challenge the status quo. This means rethinking the brief and looking beyond the technical requirements to find an emotional response. We must resist the urge to follow algorithms blindly and instead create work that compels and resonates on a human level. Iconic design work, campaigns and films often succeed because they zig when everything else zags, breaking away from the expected to capture our attention and imagination.

Inhouse we recently had a conversation about our favourite stores, discussing why we liked them. The reasons ranged from the feelings they evoked, the interactions with the staff and the storytelling behind the products to the innovative displays. None of us mentioned SKUs or inventory counts. This highlights the importance of the human experience over mere metrics, reinforcing the need for creativity that connects on an emotional level.

Balancing Perfection and Uniqueness in the Digital Age

In today's world, we use computer systems and AI, which are methodical, scientific and linear. For me, at times this can present a unique challenge for creatives: how do we disrupt this perfection to make something truly unique? The human condition comes into play here, as we seek to balance the order of these systems with our innate creativity.

This challenge is exciting. How do we counterbalance the rigidity of systems and algorithms to infuse our work with uniqueness and originality? This is why I appreciate analogue systems such as film photography, silkscreen printing, letterpress and risograph. Sometimes, the errors are where the learning  is.

Pioneers like Stanley Kubrick, Saul Bass, David Carson, Vaughan Oliver and Christopher Nolan demonstrate this approach. The imperfections inherent in these processes add a beautiful detail that digital tools can replicate but never quite match. There's a sort of romance, warmth and authenticity to analogue methods that digital perfection often lacks.

The Role of Taste and Curation in the Creative Process

Taste and curation are quintessentially human qualities that play a critical role in the creative process. These qualities involve selecting, refining and presenting ideas and elements in a way that aligns with a distinct vision and evokes specific emotions. Our taste is shaped by our experiences, preferences and intuitions, making it unique to each individual.

In the creative process, curation involves making choices about what to include and what to omit, significantly impacting the final outcome. This selective process is where the human touch shines, relying on subjective judgement rather than objective algorithms. It’s about recognising the potential in raw material and transforming it into something greater than the sum of its parts.

For instance, a photographer might choose to shoot with film instead of digital to capture a certain mood, or a designer might incorporate hand-drawn elements to give a piece a more personal touch. These decisions reflect a curated taste that infuses the work with character and authenticity.

Running a Creative Business

Running a creative business means balancing creativity with client and business needs - a delicate act that requires constant adjustment. This balance depends on various factors, including the nature of the projects, the tier of client relationships and the commercial and financial needs of our team dynamics.

Creativity is not just about producing work that stands out but also about navigating these complex relationships and requirements. By embracing human imperfection, challenging the status quo and balancing digital tools and systems with unique disruption, we can create compelling work that resonates deeply and stands the test of time. 

AI and streamlined systems and processes will radically affect our world. But our unique tastes and curation add the final essential layer, ensuring that our creative output is not only innovative but also meaningful and reflective of our flawed human touch.

Some of my Favourite Flawed Creatives:

Stanley Kubrick

Renowned for his meticulous approach to filmmaking, Kubrick’s work often combined technical precision with deep, often disturbing, explorations of the human condition. His films, such as “A Clockwork Orange,” "Full Metal Jacket," the surreally funny “Dr Strangelove,” and “2001: A Space Odyssey,” are known for their innovative techniques and narrative complexity. Kubrick’s dedication to shooting on film, despite the advent of digital technology, underscores his belief in the tactile, imperfect nature of the medium, which he felt added a unique depth and texture to his work.

Saul Bass

A legendary graphic designer and filmmaker on of my favourites, Bass revolutionised film title design with his striking, minimalist style. His work on title sequences for films like “Psycho,” “Vertigo,” and “North by Northwest” created a new visual language for cinema. Bass’s designs were not just about aesthetics but also about conveying the film’s essence, often through bold, imperfect lines and shapes that captured the viewer’s attention and imagination.

David Carson

A pioneer of contemporary graphic design, Carson’s unconventional and experimental style broke away from traditional design norms. His work for Ray Gun magazine in the 1990’s challenged the boundaries of readability and layout, embracing chaos and imperfection. Carson’s designs are a testament to the power of intuition and emotional resonance over rigid structure, making his work both provocative and influential.

Vaughan Oliver

Known for his work with the record label 4AD, Oliver’s album cover designs for some of my favourite bands like the Pixies, which blew my mind when i saw them, The Breeders and Cocteau Twins are iconic. His use of surreal imagery, layered textures and hand-crafted elements created a distinctive, imperfect aesthetic that perfectly complemented the music. Oliver’s work demonstrated how design could evoke emotion and atmosphere, transcending the mere visual to create a deeper connection with the audience.

Christopher Nolan

Known for his dedication to traditional filmmaking techniques, and often choosing to shoot on film rather than digital formats. His films, such as “Inception,” “Interstellar,” and “Oppenheimer,” are renowned for their stunning visuals and complex narratives. Nolan’s commitment to analogue methods, including his use of IMAX cameras, brings a tangible depth and texture to his work that digital technology struggles to replicate. His approach underscores the value of imperfections and the unique qualities they bring to cinematic storytelling.