Living the brand can be taken too far

Some designers will do whatever it takes to live the brand on which they are working, even if it means giving up valuable sleeping time. The latest example of this dedication was provided last week at London design consultancy Shelton Fleming by head of video Julian Pearson and video director Matt Melrose.

Reflecting the ethos of Internet ticket agency lastminute.com, Pearson and Melrose found themselves working on a promotional video for the company until 2am before editing it the following day with the deadline looming.

‘It’s all part of living the brand’ claims Melrose, while eating lunch and editing the material simultaneously.

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