VSCO exists to help everybody fall in love with their own creativity. But creativity is never easy. Creativity is perpetual. it doesn’t fit into boxes and it’s never predictable. it’s a continuous process through which we learn, discover and grow. To be creative is both intimidating and courageous.
We decided to examine and positively confront the space and tensions that demand us to be anything but ourselves. And through creativity, we will celebrate the real, the now, the works in progress.
We produced a three-part documentary series for creative channel VSCO, whose mission is to help everybody fall in love with their own creativity.
The films respectively profile the New York-based painter and illustrator Mónica Hernández, the London-based illustrator, filmmaker and collagist Shaquille-Aaron Keith, and the Montreal-based photographer Gab Bois, and are led by British underground filmmaker Jess Kohl.
The series explores the ever-evolving nature of the creative process, with each instalment blending intimate archival footage with insightful examinations of the artist at work, to explore who the artist is, where they’ve come from and how they create.
A mix of transparent observation and artful symbolism conveys the various themes of each artist’s life and creativity, showing how their unique life experiences drive every new creation.
The films are scored with abstract soundscapes, and include spoken interview segments that discuss the importance of creating despite any internal or external blockers, expectations, or judgments.
The VSCO platform uniquely does not feature public ‘likes’, ‘followers’ or comments, and thus encourages creators to let go of the notion of perfection and enjoy the creative journey, in an environment that promotes mental health and wellbeing.
The series was distributed through video channels, across VSCO’s own channels and in partnership with outlets such as VICE and HYPEBEAST, reaching the relevant audiences of creators.
The campaign was extended through photography and cutdown edits shared across additional owned and paid media channels.