The Twenty Percent.


We believe in creative freedom.


Some time ago we made a simple but important revelation about a pattern that had been forming in our work. When we put it on paper we realised that the people with whom we’ve done our most fulfilling projects must have the same mindset and pattern on their work as well. We deconstructed a typical creative brief that we or anyone else in the creative field might receive. Hypotethically, let’s say that you have 100% of creativity to give for a project. You will spend about 40% of it to interpreting the initial brief from the client and thinking ways of making it happen. Which leads us to another 40% spent on creatively managing the resources (money, time and people). Now you’ve used 80% of your creativity, which is a lot, and you don’t really need to use any more of it.


By being a professional and taking great care of translating the clients brief into reality within the given resources you’ve done a good job and the end result matches the need of the client. The remaining 20% of creativity is something that is not necessarily required to complete the project, so it essentially represents your creative freedom. If you use your creative freedom you start to make the project more personal and engaging. In this 20% your style as a creative starts to creep into the project and in the long run your body of work has a signature on it and you’ve created a recognisable style. Using the 20% doesn’t mean that you necessarily try to make the project perfect, but rather to make it mean something for you – which always makes the end result better as a byproduct. In our opinion this is how you can make commercial art. Work that endures and stays relevant for a longer time than ones made with the 80%.


This might sound like the 80% comes easy and everyone can do it, but it’s definitely not the case. It takes an enormous amount of creative craft to make it happen in a way that everyone involved are happy. The 20% is basically the reason why you’re doing this in the first place, it’s the fundamental curiosity towards your craft. But nothing is more easy than to not use this creative freedom in the world of deadlines and pressure – well watching Netflix might be a bit easier though but I’m sure you know what I mean. Our biggest strength at Veli has always been the use of that 20%. We started from doing corporate talking head videos and even from those we managed to create something that we were proud of. Making something out of nothing. After years of working in our field and having become recognised among our peers, this fundamental use of creative freedom is more important than ever.


We want to continue to think about commercials as art with resources. We want to be better partners to like minded clients who have the same urge to do their professional work in a way that has meaning to them as human beings.


If this struck a chord with you, take a look at our studio journal for more insights on the way that we think.