Close up of Stupid’s QR code ad for Instagram.
Each week we chat about the tools of the trade with one outstanding creative to find out exactly how they do what they do. The questions are always the same, the answers, not so much. This week: Stupid Creative.
The Creators Project: Who are you and what do you do?
Stupid Creative: I am James, one of the creatives at Stupid. Stupid is far from your traditional advertising or design agency. It is a group of people who create interesting and unique ways for brands/musicians/individuals to interact with an online audience. Whether that be a new type of image, film, social media campaign or QR code.
What kind of hardware to you use?
Most days I’m using our Mac’s, iPhone’s, iPad’s, Canon 7D’s (with weird, half broken 60s lenses) and my beloved soon-to-break/nearly antique silver Peugeot 206 called JerMajesty. We’re also currently experimenting with how far we can push a GoPro before it turns molten.
What kind of software do you use?
During our QR image work we downloaded nearly every single QR reader App out there (trust us, there are lots), as we were keen to make sure the designs scanned on as many as possible. The best we found was RedLaser for iPhone. There’s also always one of us deep inside Adobe’s Creative Suite and Final Cut Pro on most days.
What piece of equipment can you simply not live without?
The Kettle. I hate the Englishness of it, but I simply can’t concentrate without a morning cup of tea. My sensible answer however is my iPhone, laptop and Canon 7D. We could pretty much run our business with just those three pieces of equipment.
From the Scantography series, created with a single Canon CanoScan LiDE 60.
If money were no object, how would you change your current set up?
A huge open office in central Brighton, large on-site studio, a suited monkey receptionist, Red Epic camera, brand new Macs, a 3D printer and a flock of miniature carrier pigeons. Stupid is relatively newly formed, so we’re regularly adding to the list of “things to buy once we’ve made a packet.”
Is there any piece of technology that inspired you to take the path you did?
High-speed broadband. What can be more inspiring than the opportunity to engage with millions of people instantly? Prior to the internet, if you wanted to speak to millions of people, you had to spend millions of pounds, but now with a good idea and a few polite emails to the right blogs, you can have an unbelievably enormous impact.
What is your favorite piece of technology from your childhood?
Had to be my LA Gear lights, they were amazing. You run… and they light up! Seriously, shoes with lights were the biggest thing at my school back in the day. Those and Spliffy bomber jackets.