VSCO: Make It Anyway
Insight
Few phenomena empower creativity as democratically as social media.
But like all freedoms, this dazzling democracy comes with a cost. Constant comparison breeds a sub-set of creators whose productions suffer the pressure of self-doubt. How do we help these tentative talents to break free; to fall in love with their own creativity?
Idea
They might love it. They might not. Make It Anyway.
A collage of influential young artists take us on a tour through the ever-evolving creative process, to portray the beauty of creating without purpose. Filmed across New York, London and Montreal, abstract symbolism and soundscapes blend with transparent observation to curate the documentary aesthetic.
Impact
Through a 16mm window, these online heroes of the art world are seen to be just as insecure as the nascent creator in us all, in a much needed introspection for today’s creative youth.
Rejoicing in VSCO’s rejection of followers, likes and comments, the films inspire all makers to scrub out dependence on perfection and just enjoy the journey. Make It Anyway offers a refuge from reproval, garnering 80 million views and inspiring all creators to embrace the power of true artistic freedom.
AKQA is a design and innovation company that employs over 6,500 professionals across 20 countries. Named Digital Agency Global Network of the Year in Campaign’s 2023 Global Agency of the Year Awards, AKQA was also awarded the Cannes Lions Grand Prix for Digital Craft in 2023, and the Grand Prix for Design in 2021. In 2023, AKQA was recognised as a winner in Fast Company’s Innovation by Design Awards. AKQA also won Fast Company’s World Changing Ideas in 2021, and 2022 and led Gartner’s research into global marketing agencies in 2021.
