SID LEE COLLECTIVE | Fatboy commercial creativity Bootcamp

SID LEE BOOT CAMP

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ABOUT THE BOOT CAMP - 04

THE CREATIVE APPROACH - 06

THE RECRUITS - 10

THE COACHES - 12

THE ASSIGNMENT - 14

THE THEMES - 16

THE GUESTS - 19

THE SPACE - 20

WHAT WENT DOWN - 24

THE RESULTS - 38

WORD OF MOUTH - 58

ACKNOWLEDGEMENTS - 64

ABOUT SID LEE - 66

CONTENT

SID LEE BOOT CAMP SID LEE BOOT CAMP

ABOUT THE BOOT CAMPAfter releasing a Boot Camp recruitment video, we received hundreds of applications from more than 25 countries around the world. It was a tough task but we managed to narrow that list down to eight creative talents from a variety of backgrounds and disciplines. On May 30, 2011, they arrived in Montréal. Their mission? To imagine the next decade of Fatboy®—everything from products to branding.

We chose to partner with Fatboy® because it shares with Sid Lee an open-minded, multidisciplinary approach that is ideal for this project. We believe that bringing together a diverse group of creative talents—with different ideas, knowledge and experience—produces the best and most innovative results.

In order to provide the perfect setting for this experience, Sid Lee transformed an industrial workspace into an indoor camp (complete with tents and a fake campfire!) where the Boot Campers slept, ate, played and created. The space—designed to be

as open and inspirational as possible—is divided into four areas based on the themes of REST (where their tents are pitched), EAT (the kitchen area), PLAY (a lounge area filled with Fatboy beanbags) and MOVE (an exercise area with a basketball hoop and a punching-bag).

The Boot Campers were asked to base their creative ideas and output around these four themes—to think of ways that Fatboy could develop products and experiences related to resting, eating, playing and moving.

Sid Lee documented the entire Boot Camp experience, posting short videos every day on Vimeo and Facebook. Over the 10 days, the recruits were coached by the best of the best in the Sid Lee team and other industry experts. They worked hard and played hard, taking part in all kinds of activities—from cycling in the Tour la Nuit and dragon boating to relaxing at the Bota Bota spa and eating poutine at La Banquise.

SID LEE BOOT CAMP- 6 -

Sid Lee BOOT CAMP

Commercial CreativityTM is at the heart of the Sid Lee philosophy and of this project. It is an approach that seeks to break down the boundaries between disciplines in order to bind the commercial and the creative element. The working model involves a team of multi-faceted creatives (from designers and copywriters to architects and creative technologists), a creative lead, a strategist and an account manager.

Together, they work to create a brand experience that allows the brand to engage with consumers on a personal and interactive level.

Sid Lee’s model involves a four-step approach to the creative process, designed to organize and structure all creative output. Using archaeology as a metaphor,

the first stage of the process is called Defining the territory. This is the planning stage where the strategist, creative lead and account manager work with the client to write a comprehensive brief, to clearly define the project and creative goals. Once the creatives understand the brief, they can move on to the second stage, Finding the stone. The objective of this phase is to unearth as many ideas as possible, however out-there or unrealistic they may seem, in the hopes of finding a diamond. This brings us to the third phase, Polishing the stone, where the best ideas are refined and developed to produce a roll that showcases and explains all the creative work. The final phase is the Diamond phase, where the best idea chosen by the client is executed in production.

The Boot Campers stopped at the third phase of the creative process. The client may decide to develop an idea at a later date, but the goal of the Boot Camp was more to create a unique and educational experience than to produce actual campaigns and products.

THE CREATIVE APPROACH

- 8 -SID LEE BOOT CAMP


THE TEAMS



SANJA DEVRIESNigtevecht, The Netherlands

ALBANE GUYLyon, France (currently lives in Montreal)

JONAS JOHANSSON Stockholm, Sweden

CHRISTIANE HOLZHEID Berlin, Germany

SAMUEL DOLPHINMilwaukee, U.S.A.

BAUKE KNOTTNERUSRotterdam, The Netherlands

RUBEN BEDDELEEMAntwerp, Belgium (currently lives in Vietnam)

STÉPHANIE LEBŒUF Montreal, Canada

EVERY RECRUIT CAME FROM A MULTIDISCIPLINARY BACKGROUND AND CONTRI-BUTED EQUALLY TO EVERY ASPECT OF THE CREATIVE PROCESS DURING THE BOOT CAMP. THEY WERE SELECTED NOT ONLY BECAUSE OF THEIR IMPRESSIVE PORTFOLIOS, BUT ALSO FOR THEIR PERSONALITIES AND HOW WE THOUGHT THEY WOULD CONTRIBUTE TO THE GROUP DYNAMIC.

THE RECRUITS

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THE COACHESCOACHES FROM SID LEE AND GUEST COACHES WERE AT THE BOOT CAMP EVERY DAY, TO BRIEF, ADVISE AND GUIDE THE RECRUITS.



KRIS LIVED WITH THE

RECRUITS FOR THE ENTIRE 240-HOUR

EXPERIENCE AS THE BOOT CAMP

CHIEF.

- 14 - - 15 -Sid Lee BOOT CAMP Sid Lee BOOT CAMP

Fatboy is known for product design in the home furnishing category, where “innovation” usually equates with new, clever solutions to home living.However, our aim is not to create more solutions.

We are here to craft product designs that contribute to indoor/outdoor living expe-riences. By tapping into envi-ronmental design, adverti-sing, creative technology, graphic design, industrial design, and architecture, our assignment is to create expe-riences that rethink the way we live (eat, rest, play, move) in and around the home of the future.

the assign-ment

- 16 - - 17 -Sid Lee BOOT CAMP Sid Lee BOOT CAMP

THE THEMES

EatEXPERIENCING,

SHARING

PlayENJOYING, CREATING,

ENTERTAINING MIND/BODY

RestTHINKING, SLEEPING,

RELAXING, REJUVENATING.

MoveGETTING FROM

ONE AREA TO ANOTHER (PEOPLE, OBJECTS, SPACES)

A wonder-

fullerlife

There are four themes within fatboy’s house, not defined through function (e.g. rooms/physical confines of a house), but through “experience” categories within a home environment.

EATFRÉDÉRIC GAUTHIERCo-founder of Montreal publishing house La Pastèque and lead designer of the SAT’s Foodlab

PLAY

MARTIN LEBLANCArchitect and Partner with Sid Lee Architecture

DIANE BISSONProduct Designer, Anthropo-logist and Associate Professor at the School of Industrial Design at the University of Montreal

REST

CRISTIANE BOURBONNAISOwner of Cohesion Strategies, a marketing and advertising firm in Montreal

MOVE

LUCY MCRAEArtist, Body Architect, Dancer

THE GUESTS



THE SPACESID LEE TRANSFORMED AN INDUSTRIAL WORK SPACE INTO AN INDOOR CAMP (COMPLETE WITH TENTS AND A FAKE CAMPFIRE!) WHERE BOOT CAMPERS SLEPT, ATE, WORKED, PLAYED AND CREATED. THE SPACE—DESIGNED TO BE AS OPEN AND INSPIRA-TIONAL AS POSSIBLE—WAS DIVIDED INTO FOUR AREAS BASED ON THE THEMES OF REST, EAT, PLAY AND MOVE.



MoveRest

Eat Play



WHAT WENTDOWN

DAY zeroARRIVAL OF OUR CAMPERS

The campers are welcomed in the space and meet the Sid Lee, Fatboy and Autodesk teams.



DAY ONEFINDING THE STONE

The campers are briefed on Finding the Stone with Philippe Meunier and take a carriage ride through the city.

DAY TWO EAT– GUEST COACHES – FRÉDÉRIC GAUTHIER AND DIANE BISSON

The creatives spend the morning at Spa Scandinave, are briefed on EAT with Frédéric Gauthier and Diane Bisson, and visit an exhibition at the Centre de Design de Montréal.



DAY THREePLAY – GUEST COACH – MARTIN LEBLANC

The campers begin the day with a mini triathlon and are briefed on PLAY with Martin Leblanc.

DAY FOUR REST – GUEST COACH – CRISTIANE BOURBONNAIS

The day begins with a trip to Bota Bota spa, followed by a brief on REST with Cristiane Bourbonnais. At night, they participate in the ‘Tour la Nuit’ (dressed in skeleton costumes!)



DAY FIVEMOVE – GUEST COACH – LUCY MCRAE

The campers live a day of physical release with Lucy McRae, artist, body architect and dancer.



DAY SIX CREATION – GUEST COACH – BERTRAND CESVET

Bertrand Cesvet takes stock of the issues and comments on the creation and ideas.

day sevenRECONSTRUCTION – GUEST COACH – YANN MOONEY

The creatives spend the day with Yann Mooney to redefine, restructure and reconstruct their ideas.



DAY eightPOLISHING STONE – GUEST COACH – BERTRAND CESVET

The Campers refine their ideas, are briefed on Polishing the Stone with Bertrand Cesvet, and begin the production of the presentation roll.

DAY NINE PRODUCTION – ROLL PRINTING

Following a visit to the Cirque du Soleil workshop, our creatives work on the final presentation of their ideas and concept.



DAY TENROLLOUT & CELEBRATION – ROLLOUT

By the end of the Boot Camp, the team produced a roll to showcase their ideas based around the concept of A Wonder-fuller land, a playful, interactive destination where people can experience the Fatboy® brand and products.



THERESULT



A wonder-

fullerlife

A wonder-

fullerland

MANDATERATIONALE

A Wonder-fuller Life is the Fatboy life: playful, imaginative, filled with surprise. But most importantly, it’s one of collaborative creativity.

Collaborative creativity is about inviting people to co-create Fatboy products and experiences. In doing so, we position ourselves as a brand that supports and fosters artistic expression, which will achieve 2 things:

• Help us appeal to our targets: Design Elite & Modern Mother (whose children are active creators)

• Build a sense of community amongst current and future Fatboy fans, which will help us shift brand perception from product-focused to lifestyle-centric.

One of our main objectives from the start was to move Fatboy from “a beanbag company” into a lifestyle brand. Collaborative creativity will enable us to achieve that objective.

A WONDER-FULLER LIFE - ONE OF COLLABORATIVE CREATIVITY

EAT

MOVE

RESTPLAY

PRODUCTS & PROGRAMS

COMMS

I EXPERIENCE

BRAND VALUES

BOLD, COLORFUL, OPEN-MINDED,

CHEEKILY HUMOROUS, STYLISH,

SYMPATHETIC, RELAXED, IMAGINATIVE

(CREATIVE, ARTISTIC), SURPRISING

(FLEXIBILITY IN USE)



HANGING EXPERIENCE

living art installationFLOATING EXPERIENCE



INTERACTIVE LULLABYThe Interactive Lullaby allows guests to collaborate and create an orignal orchestration of light, color, and sound.

The Fatboy Whisperer app features a simple layout that enables users to select which tent they’d like to interact with. The tents are positioned on the screen in the same fashion they are in real life. The experience begins when the user blows into the microphone, and according to the strength or frequency, sound and visual outputs adapt accordingly.

the 4 themes

THE WONDER-FULLER LINE CAN ALSO BE DECONSTRUCTED TO CREATE STAND-ALONE INSTALLATIONS. THE HANGING COCOONS COULD BE SET UP ON A BRIDGE OVER LA SEINE IN PARIS, WHILE THE FLOATING COCOONS WOULD BE PERFECT FOR HYDE PARK IN LONDON.

The Play zone could be installed in Tokyo’s financial district as a fun distraction for businessmen and women, or as a temporary museum exhibition.

The Move zone would be ideal for sporting venues or destinations — for snowboar-ders in the Rockies, or surfers in Australia.

The Eat area could be set up at food festivals like the Taste of Chicago, or at the Jazz Festival in Montreal.

Finally, the Rest area could be set up in international airports and train stations, as a fun and relaxing experience for travelers.

The versatility of this experience perfectly matches the Fatboy brand and values. It is a way for people to come together and discover the Wonder-fuller world of Fatboy in innovative and creative ways.

DIGITAL INTERACTIVE EXPERIENCE



EAT

The EAT zone promotes the growing movement of com-munal dining and suggests new and sustainable ways to experience food in the world of Fatboy.

¡PIÑATA!

Piñatas in the shape of Fatboy products will be hung throughout the Eat zone in Wonder-fuller land. As people break them open, they’ll find surprising inserts and give-aways inside.

PRODUCT

Mini lamp that captures light during the day and lights up at night.

Growable Lunch

Fatboy lunchboxes contain seed pouches with pre-planted seeds in them, so people can re-grow the ingredients from their lunch.

Communal Nap Area

A floor made of spongy Fatboy material that you can bounce around on, sink into, wrap yourself up in, etc.

Communal Picnic Blanket

Fatboy picnic blankets come in varying shapes that allow people to create customizable, communal dining spaces by connecting the blankets together.

EATEVENT/PROGRAM



Community camping bags

Sleeping bags can be shared with groups of friends, family members or strangers, to encourage a sense of com-munity and fun.

REST

The REST zone is a place for people to unwind and leave their routine and daily stresses behind, to relax with friends and strangers while experiencing the Fatboy lifestyle and products.

RESTEVENT/PROGRAM PRODUCT



Stuff-Your-Own Beanbag

Beanbags that can be filled with sand, snow or other materials, which you can take to the beach, to snowy mountains, etc. Completely open to the imagination.

Pillow-Fight Beanbags

Pillow with handgrip for extra swing power.

Giant Bean Bag

MOVE

The MOVE zone is a space where people can interact and move with Fatboy products in original and creative ways. The versatility of the products encourages people to express their creativity and imagine new ways to use and ap-proach everyday household items.

PRODUCT

MOVEEVENT/PROGRAM



PLAY

The PLAY zone is a space for people to have fun with the Fatboy products, explore textures and materials through technologies, and create customized products.

House Carpet

Small carpet pieces that you can turn into a work of art.

PLAYEVENT/PROGRAM PRODUCT

Velcro Add-Ons

Customizable furniture pieces with Velcro that you can attach to chairs and other Fatboy products for extra com-fort — headrests, armrests, etc.



INCREASINGLY, CONSUMERS ARE LOOKING TO BRANDS TO “DO GOOD.” STRATEGYONE’S 2010 STUDY FOUND THAT 1 IN 3 MILLENIALS LOOK FOR BRANDS TO MAKE A POSITIVE IMPACT ON THE WORLD, AND GIVE PREFERENCE TO SUCH BRANDS.

WE BELIEVE FATBOY COULD INCORPORATE A ‘KARMA PROJECT’ TO NOT ONLY GROW CONSUMER PREFERENCE, BUT TO ALSO REFLECT BRAND VALUES.

Karma Project Recommendation

At the entrance of the “PLAY” zone, we ask our guests to make a donation in exchange for a KARMA KOIN. As they go through the space, they will be able to draw on products, explore movement and sounds, and more. Guests will be asked to place their coins in the collection box that corresponds to their favorite activity. All proceeds from the coin donations will be given to a local charity that matches the activity (dance, draw, compose, etc.).

KARMA PROJECTWEBSITE


- 57 -SID LEE BOOT CAMPSID LEE BOOT CAMP

“FORM FOLLOWS EXPERIENCE”

“FORM FOLLOWS EXPERIENCE”

In addition to finding an archetype from within a category and turning it into an icon, we will break daily life rou-tines and truly communicate the Wonder-fuller life from a product level.

NEW COLOR PALETTEORIGINALS HIGHLINE GRADIENTS

Approach to Future Products




BOOT CAMP ROLLOUT|http://bit.ly/mOLWWR#fatboyusa#framepublishers#autodesk#sidcamp

Sid Lee, [+] Tue 12 jun 10:25 via Tweet Deck

RT@Baz33: Fin de 11 jours de tournage#sidcamp Bauke Albane Jonas Ruben Sam Sonja Stephanie Christiane et Kris vont me manquer un peu

Sid Lee, [+] Sat 11 jun 12:09 via Tweet Deck

RT@Kateboushel: #sidcampcampers are giving their rollout presentation to #fatboyusa # framepublishers #auto-desk - it’s stellar! Stay Tuned for pics/vid!

bcochet [+] Fri 10 jun 10:47 via Echoton

RT@sidlee: BOOT CAMP ROLLOUT|http://bit.ly/mOLWWR#fatboyusa#framepublishers#autodesk#sidcamphttp://bit.ly/k8cde1

MTLbuzz, [+] Sun 12 Jun 10:41 via twitterfeed

RT@sidlee: BOOT CAMP ROLLOUT|http://bit.ly/mOLWWR#fatboyusa#framepublishers#autodesk#sidcamp

happyjoseph05, [+] Sun 12 Jun 12:16 via HootSuite

RT@sidlee: BOOT CAMP ROLLOUT|http://bit.ly/mOLWWR#fatboyusa#framepublishers#autodesk#sidcamp

Antiart, [+] Sun 12 Jun 10:27 via twitterDeck

RT@kumii: Photo:Sid Lee Boot Camphttp://bit.ly/mOLWWR#sidcamp thx Kumii

Sid Lee, [+] Tue 14 jun 09;27 via Tweet Deck

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DURING THE 10 DAYS OF THE BOOT CAMP, FANS COULD FOLLOW THE CAMPERS ON SID LEE’S FACEBOOK, TWITTER, FLICKR AND VIMEO PAGES. EVERY DAY, NEW FOOTAGE WAS PUBLISHED AND CAM-PERS WERE ENCOURAGED TO TWEET AND POST REGULAR FACEBOOK UPDATES.

THE RESULT? HUNDREDS OF THOUSANDS OF VIEWS, SHARES, COMMENTS AND LIKES FROM AROUND THE GLOBE, AS WELL AS INCREASED MEDIA COVERAGE.

WORD OF MOUTH

To view videos of the Boot Camp:HTTP://VIMEO.COM/CHANNELS/SIDLEEBOOTCAMP2011

To view photos of the Boot Camp:HTTP://J.MP/SIDCAMPPIX



Sid lee Boot Camp UPDATE!

Jun 03. 2011 | Text by Lydia Parafianowicz

Sid Lee’s unique and inventive Boot Camp is now in full swing, bringing together eight creatives from around the world for an inten-sive 10-day design event.

The inaugural Boot Camp is seeking to design the future of the Dutch label Fatboy in just 240 hours. The eight young, talented and (dare we say) feisty participants have gathered in Mon-treal for the occasion.

The team includes Stéphanie Leboeuf (Cana-da), Bauke Knottnerus (the Netherlands), Ru-ben Beddeleem (Belgian living in Vietnam), Samuel Dolphin (USA), Christiane Holzheid (Germany), Jonas Johansson (Sweden), Al-bane Guy (Canada) and Sanja Devries (the Netherlands).

For 10 days, their mission is to live, eat and breathe the Sid Lee creative process to dream up new brand ideas and experiences for Fat-boy. Their daily program includes lectures by guest-speakers, workshops, briefs and plenty of think-tank brainstorming sessions.

And what would Boot Camp be without physi-cal labour and basic accommodations? The eight creatives are spending the week at a for-mer industrial workspace that has been trans-formed into an indoor camp, complete with tents, a make-shift campfire, workspaces and rest areas filled with Fatboy furnishings.

Camp Chief Kristoffer Ekman, a specialist in digital experiences at Sid Lee Amsterdam, is playfully supervising the team and leading their morning wake-up drills, military-esque time schedules and a bit of fun – from a horse-drawn carriage ride through Montreal to a re-laxing spa trip at Bota Bota.

We’re looking to create an experience that takes collaboration and creativity to a new le-vel, à la Sid Lee and à la Montreal, and we’re thrilled that Fatboy was up for the experi-ment,” says Hélène Godin, Sid Lee’s executive creative director.

Stay tuned to framemag.com for more updates - we can’t wait to see what the campers dream up! Follow their daily updates on Twitter and Facebook.

Boot Camp has been hosted by Sid Lee in conjunction with Autodesk, Fatboy and Frame magazine.

Sid Lee Boot Camp:UPDATE II


Today is day seven of Sid Lee’s Boot Camp and the participants’ weekend has proven to em-ploy a "work hard, play hard" mentality.

Between a cocktail party and photoshoot (where everyone dressed up in large Fatboy boxes), the campers have been dreaming up the future of the Fatboy brand. Frame caught up with Sid Lee’s Chief Creative Officer, Phi-lippe Meunier, who is working to guide the campers, to ask what he hopes will be the out-come of the inaugural event.

"I see this brand as something like a hermit crab, where we can carry our Fatboy homes with us, bringing something comfortable whe-rever we go," Meunier says. "I think we will close the gap between the product and the ac-tual body of the user."

Meunier says the Fatboy brand has the poten-tial to offer a "total way of living." Sid Lee has divided the event program into four prime as-pects for examining: work, eat, play and move.

Campers say Fatboy can potentially range from producing cooking supplies for kitchens, rainboots at music festivals, rickshaws and student living items. As the video above shows, Boot Camp participants have spent the wee-kend working on "rest," thinking of blankets-turned-tents and car seats for "fatbabies."

"It’s a matter of taking an idea, someone grab-bing it, looking at it, and realizing we can turn it into something magical," Meunier told the campers upon arriving in Montreal.

Meunier says he hopes this Boot Camp will be the first of many to come, eventually creating a concept that Sid Lee can host multiple times a year to strategize and design for various companies.

Sid Lee Boot Camp: UPDATE III


With the conclusion of Boot Camp just two days away, we’re curious to know what the participants have designed during the inten-sive 10-day creative camp! Rumour has it their final solution might just float away …

During Boot Camp’s first 96 hours, the eight participants examined topics day-by-day: eat, play, rest and move. According to Hélène Go-din, Sid Lee’s creative director, it wasn’t until day two that nerves were pushed aside and creative juices flowed.

"The campers started to brainstorm in the morning and find ideas, put them on Post-It notes on walls and made 3D mock-ups," Go-din says. "Everyone was really involved. Half were in their uncomfortable zone and half were comfortable, but they all worked to-gether."

In attempting to design the future of Fatboy, their ideas have ranged from brand gyms, campsites, treehouses and airports, to a ‘nap-kit’ for busy people on the go.

So, what’s their best idea yet? According to Godin, it’s a floating Fatboy space, like a cam-pground, that can allow users to disconnect from busy cities. Inside the floating space, people can keep their most coveted Fatboy products that will accompany them wherever they go.

‘Imagine a floating city, on water or in air,’ Go-din says. ‘You can be invited to join the com-munity of Fatboy and live and experience so-mething really special. The goal wasn’t to create advertisements or products, but to create experiences.’

Stay tuned for our final Boot Camp report, to find out if and how the idea is polished and pre-sented!

With the conclusion of Boot Camp just two days away, we’re curious to know what the participants have designed during the in-tensive 10-day creative camp! Rumour has it their final solution might just float away …

During Boot Camp’s first 96 hours, the eight participants examined topics day-by-day: eat, play, rest and move. According to Hé-lène Godin, Sid Lee’s creative director, it wasn’t until day two that nerves were pus-hed aside and creative juices flowed.

"The campers started to brainstorm in the morning and find ideas, put them on Post-It notes on walls and made 3D mock-ups," Godin says. "Everyone was really involved. Half were in their uncomfortable zone and half were comfortable, but they all worked together."

In attempting to design the future of Fatboy, their ideas have ranged from brand gyms, campsites, treehouses and airports, to a "nap-kit" for busy people on the go.

So, what’s their best idea yet? According to Godin, it’s a floating Fatboy space, like a campground, that can allow users to dis-connect from busy cities. Inside the floating space, people can keep their most coveted Fatboy products that will accompany them wherever they go.

"Imagine a floating city, on water or in air," Godin says. "You can be invited to join the community of Fatboy and live and expe-rience something really special. The goal wasn’t to create advertisements or pro-ducts, but to create experiences."

Stay tuned for our final Boot Camp report, to find out if and how the idea is polished and presented!

Sid Lee Boot Camp:THE FINAL ROLL OUT!


Over 240 hours later, the participants at Sid Lee’s intensive design Boot Camp have pre-sented their final creations.

With the task to design a "Wonder-fuller Life" for the Fatboy brand, the campers examined the areas of eat, rest, play and move during their 10-day stay in Montreal.

"The design objective was to take Fatboy from a beanbag company to a lifestyle brand," explains Hélène Godin, Sid Lee’s creative director. "The result was 'A Won-der-fuller Land.' It’s a collaborative crea-tion that’s playful, imaginative and filled with surprise. The camp theme essentially became a springboard of creativity."

The final design includes hanging cocoons, where guests can create their own light, co-lour and sound orchestrations. Their goal was to create a utopian space that could be a travelling living art installation that breaks away from tradition.

‘Adaptable and versatile, the concept really pushes the brand towards a creative expe-rience, making it more high-end and al-lowing for creative collaborations where consumers connect, create and share in the experience,’ Godin says. ‘They can choose molds, frames, colours, textures and even substance and sounds.’

During their research lab experience, the eight creatives were challenged to work to-gether using an entirely new and unfamiliar creative process.

This was the inaugural Boot Camp and – we’re happy to report – it’s not the last! The creative success of the campers and coaches has Godin saying Sid Lee will su-rely apply this multi-disciplinary research method to more brands in the future.

240PHOTOS



ABOUTSID LEE

At Sid Lee, we conceive and communicate brand expe-riences. We create products, services and spaces and market them through ad-vertising, experiential mar-keting, branded content and interactive communi-cations. This integrated, multidisciplinary approach is something we call Commercial CreativityTM.

Sid Lee Collective is a cultu-ral and commercial incu-bator that allows our team to push the boundaries of creativity further.


Sid Lee Collectivewould like to thank the following:

HE SID LEE COLLECTIVE BOOT CAMP IS A MAJOR INITIATIVE UNDERTAKEN IN COOPERATION WITH THREE PRESTI-GIOUS PARTNERS: FATBOY®, AUTODESK, AND FRAME MAGAZINE.

Autodesk, Inc. (www.autodesk.com) was the sponsor and software supplier for the event. Autodesk, Inc., www.autodesk.com. is a leader in 3D design, engineering, and entertainment software. Customers across the manufacturing, architecture, building, construction, and media and entertainment industries—including the last 15 Academy Award winners for Best Visual Effects—use Autodesk software to design, visualize, and simulate their ideas.

Fatboy® www.fatboy.com is an imaginative lifestyle brand that excels in thinking outside the box. Founded in the Netherlands in 2002, Fatboy® has gone on to conquer country after country without resorting to voodoo or cunning marketing tricks. Once the original Fatboy® beanbag took off, there was no stopping the family tree. Gigantic lamps, über-sized umbrellas, magical hammocks, and outdoor chandeliers followed— all designed in the name of a wonder-fuller life. Keep your eyes peeled, because this is only the start of the Fatboy® legacy.

Frame www.framemag.com is the world's barometer of interior design. The magazine shows you what's happening and where to find it. The latest interiors and products, spiced up with some art, shop windows, and sets: that's the essence of Frame magazine.

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To view videos of the Boot Camp:HTTP://VIMEO.COM/CHANNELS/SIDLEEBOOTCAMP2011

To view photos of the Boot Camp:HTTP://J.MP/SIDCAMPPIX

MEDIA

Katherine Boushel

EMAIL : [email protected]

PHONE : 514 - 282-2200, ext. 521

CONTACT

Workshops: Montreal 75 rue Queen, Suite 1400 Montreal, Quebec H3C 2N6 Canada Phone: +1 514-282-2200

Amsterdam Gerard Doustraat 72 1072 VV Amsterdam The Netherlands Phone: +31 (0) 206 623030 Paris 12 rue du Sentier 75 002 Paris France Phone: +33 (1) 44 88 83 90 Toronto 55 Mill Street Building 5, Suite 500 Toronto, Ontario M5A 3C4 Canada Phone: +1 416-421-4200

Austin 3601 South Congress Suite D-102 Austin, Texas , 78704 United States Phone: +1 512-444-3533

Websites: sidlee.com sidleearchitecture.com conversationalcapital.com jimmylee.tv

FATBOY fatboy.com

AUTODESK autodesk.com


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SID LEE COLLECTIVE | Fatboy commercial creativity Bootcamp

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Transcript of SID LEE COLLECTIVE | Fatboy commercial creativity Bootcamp