the art of not being creative

In April 2021, Cannes Lions Live Shorts sent out a call-for-submissions. This year's theme? Counterintuitive Creativity. 

As we were cracking the brief, we realised that there were a lot of over-glamourised, preconceived notions as to what creativity actually is.

Somewhere along the way, we've equated looking creative to being creative, which couldn't be further from the truth.

​This film sets out to debunk all that hoo-haa.