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Chris Do comes to Adobe Video World

I want to be the voice—or part of the conversation at least—of the revolution in the creative culture.” – Chris Do, Co-founder-The Skool

Being bold, challenging the status quo and the conventional thinking is what drives some of the best creative work. Creativity is ultimately about taking risks and approaching things in new and different ways. It is why we focus events like Adobe Video World on how to do things, but also how to push boundaries and make your work stand out.

It is why we connect you with platform engineers from Team Adobe, as well as creative leaders such as Emmy-Award winner, Chris Do. While his unconventional approach has brought him great appreciation over time, it also led to some raised eyebrows in recent weeks.

We talked to Chris about the recent controversy regarding his view of designers vs. creative directors and about his Adobe Video World keynote.

Q: We are excited to have you join us at Adobe Video World this year! First, you’ve said a few things that were perceived as controversial recently. You compared designers with “bricklayers.” Would you care to elaborate for our AVW attendees?

A: I compared the task of making, crafting, animating and design as all being production work. To me, there’s not much difference between this kind of “creative work” and bricklaying. That’s not to mean that artistry, talent, skill, attention to detail and training aren’t required. On the contrary, I think its requires incredible dedication, focus and practice to become good at any trade.

People took offense to my description of “brick laying” as diminishing the value of creative work. Design is susceptible to market forces (value is relative to supply & demand). Demand is low while supply is quite high, especially if you factor in an international labor force.

I’m just reflecting the reality that exists for me as a small business owner running a motion design firm in 2016. We’re seeing fewer opportunities, lower budgets and the overall trend towards more work for less money. This is the reality of our industry in the post DVR/Internet age. People just don’t watch commercials any more. So if we want to be relevant, we need to acquire skills that put a premium on the work that we do. For me, that meant learning about strategy, marketing and writing, things that were formerly handled by an agency. Granted, this isn’t for everyone, but it’s right for me and where we are going as a company.

Q: How do you keep a fresh perspective? Where do you find new ideas?

A: I find inspiration and growth in 3 ways:

  1. Stimulating conversation and debate with well-informed individuals;
  2. Books, films, nature, children & art;
  3. Meditation, spirituality and life altering experiences.

My ideas come from having a better understanding of the problem I’m being asked to solve. There’s a difference between what is being requested (by the client) and what the underlying motivation is. Once I understand this, it helps me to focus in on the possible solutions.

Q: What is next big thing in design?

A: Design is greater than graphics. Design should be applied to business models, restructuring culture and to help influence behavior. If we limit design to only the “form” and not the “strategy” we aren’t truly utilizing a creative person’s ability to think abstractly and form new relationships between disparate ideas.

Chris DoChris Do s Do is the Chief Strategist and CEO of Blind, co-founder and CEO of The Skool, an online education platform that teaches the business of design.
Since 1995, Blind, a strategic design agency, has been a pioneer in the motion graphics field and has made hundreds of award-winning commercials, music videos and broadcast promos that combine design, typography, animation, live action and visual effects for screens and clients of all sizes. Learn more.

To hear more from Chris Do, Join us at Adobe Video World on Sept. 27-Oct. 2 in Seattle. Use code SEEME16 to save $100 on your pass.

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