Bold ideas can be scary. Sometimes, working within the confines of briefs and strategies, bold can become diluted because we haven’t ‘proof that it works.’

To help solve this problem, we gave birth to ‘F*ck It Friday’.

FIF takes place once a month and a cross-section of talent from the agency gets stuck in and throws caution to the wind in a bid to do new, bold, free-form creative work.

FIF is an experiment in creative freedom with no defined deliverable output, and another way to 'keep our third eye squidgy'.

Our first FIF took place in 2017. At the crack of dawn, we spontaneously undertook a gif-shoot in an abandoned cinema, in complete darkness with some new faces from our LOVE NETWORK eager to work with us.

In this video, someone wanted to pour paint over things in front of mirrors. So, that’s what we did.

One of our designers had become fixated with paper cutting. He collaborated with the rest of the team to create a series of neo-tribalism inspired paper masks that represent different aspects of culture: sneaker culture, gym culture and gamer culture.

One of the team wanted to experiment with 3D modelling and hey presto, an unusual visitor arrived at the reception of our studio.

We wanted to develop a piece of custom-built camera kit in preparation for an ambitious festival shoot. This was the initial test...

The end result was one of our favourite social posts of last year..

Social media junkies were endlessly asking 'how did you do that' - so, here's the tricks of the trade we invented for this one on that sunny F*ck it Friday!

More paint! We like paint. This time we played around with UV ink and a black light.

Our latest Fuck It Friday was creating new filters for Snapchat.

With Covid19, we've delivered brand work, at speed, that uses some of our Fu*k it Friday experiments - saving time (and budget) for clients that are prioritising enhanced, progressive online engagement in a world where online is the only place to be...