28 August, 2015

A Short Lesson in Perspective

A Short Lesson in Perspective:

The Overnight Test only works if you can afford to wait overnight. To sleep on it. Time moved on, and during the nineties technology overran, and transformed the creative industry like it did most others. Exciting new tools. Endless new possibilities. Pressing new deadlines. With the new digital tools at our disposal we could romp over the creative landscape at full tilt. Have an idea, execute it and deliver it in a matter of a few short hours. Or at least a long night. At first it was a great luxury. We could cover so much more ground. Explore all the angles. And having exhausted all the available possibilities, craft a solution we could have complete faith in.
Or as the bean counters upstairs quickly realized, we could just do three times as many jobs in the same amount of time, and make them three times as much money. For the same reason that Jumbo Jets don’t have the grand pianos and palm-court cocktail bars we were originally promised in the brochures, the accountants naturally won the day.

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