04/21/2022
🤓PSA: high-key nerd moment below: The bellweather in a truly effective collaboration is raw, potent “purple space”: genuine, highly charged overlap between one brand’s blue and another brand’s red. The closer to a brand’s heart, ethos, purpose, passion that the contributing “color” is, we believe, the more prolific the partnership. The “color” is a Gestalt-ish conglomeration factor consisting of several variables: each brand’s buy-in, the invigoration and commitment of the talent they apply to the project, the infusion of life they apply to the product’s manifestation in the activation, and a myriad of other resources infused. To truly endow an activation with an inimitable panache, the blend of all of the above must possess great integrity back to each respective brand while reaching reasonably to the other. A vital caveat… all is easily negated if not ushered into existence by way of generally harmonious and ego-less teamwork. 💯