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F*ck It Friday - The Domino Effect

New ideas can be scary. Sometimes, working within the confines of briefs and strategies, innovative creative ideas can become diluted because we don't have concrete evidence of their effectiveness. To address this challenge, many years ago, we introduced ‘F*ck It Friday’.

FIF is an exploration of unrestricted creativity without any predetermined outcomes. Every month, a diverse group of individuals from the agency immerse themselves in uncharted territory, embracing risk to engage in innovative, unstructured creative work...

"After watching a series of videos with people creating domino structures and watching them fall, we had the idea of creating some digitally. Using Cinema 4d we experimented with a series of shapes and ideas (and have continued to do so)," said Dave Balfe, Head of the Creative Tech & Innovation Team at THINKHOUSE.

He continued: "By utilising basic topology, we were able to create complex simulations with our dominos, seeing the effects of thousands all collapsing at once. Ultimately, we settled on creating some more simple structures that instead, would fall to reveal an image or word. This was done using cloners to create the groups of dominos, simulating their falls by using forces or other objects, and then finally projecting the image onto the objects and creating new UV Maps for the objects based on those projections. Doing so allowed us to print the images onto the dominos. The end result was a pleasing domino effect."

See also

F*ck It Friday
F*ck It Friday

New ideas can be scary. Sometimes, working within the confines of briefs and strategies, innovative creative ideas can become diluted because we don't have ‘proof...