Every project starts with a brief. But very few projects end up with exceptional results. Why? That’s the question which opens this really inspiring short film by Bassett & Partners which features one-on-one interviews with Frank Gehry, Yves Béhar, Maira Kalman, John C Jay, David Rockwell, and John Boiler.
It is amazing to me that these great creative leaders all share a very similar point-of-view on the ideal brief—what it looks like (hint: the shorter the better) and how it can inspire us all to be better thinkers. Take this quote from Maira Kalman about the essential question of every brief:
“What of yourself are you going to put into this work that will make it something that anybody wants to look at?”