Creativity at a Distance: Interactive Collaboration with BUCK

Human or Machine

Technology is a tool, not a goal. Vincent supports this vision. “We think about what is needed to express something and then build on that.” This can be in visuals, sound, and illustration. “Animation combines all those things, that’s what I find so beautiful about it. And it’s digital,” says Vincent. Yet, he considers people more important: “It’s about the people; they make our organization.”

Digital does make it easier for some people. “Introverted people can truly thrive at a distance. For extroverts, being close to each other is often important; they seek that interaction.” The beauty of digital is that it can be a tool for everyone, and you can use it at the moment that fits the goal and the person you are collaborating with.

Audience or Own Vision

Who determines what you create? You or your audience? “Always involve your target audience in what you do,” advises Vincent. “Not everyone sees the same truth, and not everything can be held to the same standard. So, look at your idea and what you want to achieve from different perspectives.” A diverse team helps with this, but your audience can also have a voice. “Have conversations with your target audience; put them at the center. We must constantly ask ourselves if we are still relevant; that’s how you keep developing.”

Preparation or Execution

Where does digital have a place? Is it in preparation or the final result? “Both are possible,” says Vincent. “But, you have to think about what your goal is.”

Digital developments often start with a copy of the physical. Take Microsoft, for example; everything now on your digital desktop used to be found in paper stacks on your desk. “In artistic creations, digital only adds value when it creates new layers. “It becomes interesting when you reach a point in that development, in that medium, where you can create something new that’s not possible outside of it. Or combine things. You see those phases in development: it starts with a digital translation of the physical but grows into new experiences that weren’t possible before. For example, the digital concert of Gorillaz, where the artists are as big as the buildings.”

Digital Collaboration

In collaboration, especially internationally, digital can save a lot of time and costs. Does it mean creativity is lost? Vincent doesn’t think so: “Some employees record short videos to present their artistic ideas or pitch an idea that everyone can immediately build on digitally. It’s a different approach, but the result is no less.”

Some things do remain physical, and that also has value. Think of a theater performance or dance company. In the preliminary phase, you can certainly do some things digitally, from making agreements to the first set designs. “But ultimately, you want to meet physically, rehearse together, and eventually perform. The beauty is, that’s all possible too.”

Result or Experiment

“There must always be room for experiment and mistakes. That doesn’t mean making mistakes is the goal.” According to Vincent, the goal should always be to touch your audience. That things go wrong along the way is not a problem, as long as failing doesn’t become the goal itself.
It is often thought that experimenting mainly costs a lot of time and money and yields little. Vincent thinks differently: “Experimenting can also lead to efficiency. The same goes for reflecting. You experiment with a new way of working and evaluate the result. Sometimes, within a project, you discover a new working method that also brings great benefits to other projects. That creates space.”

What is needed for experimentation?

“Space and interest. At our company, there’s a Slack channel where some employees experiment every Friday, for example, with AI. This stimulates their creative minds and is also a lot of fun.” Digital makes it easier to provide that space for experimentation and enthusiasm. There are all kinds of tools to generate new input within a quarter of an hour, from which creative ideas can arise. That contributes to a learning organization.

Interactive Collaboration in Visuals 

Live illustrator Jessamijn reported: check out a visual summary of the session here. Draw tips and inspiration for digital innovation within your team from it.