Today, in a world where creativity is often confused with a high technical level, Netflix's Abstract series brings to the fore the true values of a creative sector, which especially in Italy, is in sharp decline. Yes, because today the creative value of designers is evaluated as tasks that are completely foreign to the world and to the creative dynamics are evaluated.
First of all, let's reflect on the organizational elements that the Abstract series communicates to us: most of the creatives are freelancers, each has their own studio and collaborates externally with agencies or companies, the perpetual presence of the individual at the agency headquarters with with whom he collaborates, much emphasis is given to the creative space that each designer creates to stimulate his own imagination and the professional is recognized as such by following the advice and trusting his abilities.
In this documentary series, the most amazing thing is that we do not find clients who join the designer as shadows.
Rather, creatives, be they designers, artists, planners, etc., are left free to express themselves. Obviously there is a first part of the briefing where the boundaries of the project and its peculiarities are established, but we rarely see drastic changes in the client's request during the creative process. This is also thanks to the use of moodboards and initial drafts, where not only the customer is reassured, but the foundations are laid to understand and immediately correct any errors. The method that I have always used is very inspired by this philosophy, a client who is placed within the first decision-making phases of the post-briefing process becomes calm and willing to accept indications that he himself has decided in that phase. But Abstract is not only a great story of how in Italy we remained cemented in pre-war dynamics, it is also an extreme source of inspiration for any young designer entering the profession. It takes apart the belief that the designer is an executivist piece by piece and makes him the protagonist and author of his works.
The last big point that this wonderful documentary series shows us is time. Starting from the idea that to create something you need a minimum of time to do research, think and ponder, we understand, through these design giants, how important it is to have the right time to be able to achieve and implement high-level projects. Obviously, deadlines exist for everyone, but the classic and very Italian "I need for yesterday", outside the "Italian bubble" hardly exists, except in backward contexts of little importance for the purposes of high design standards. I was very surprised by the perspective of many clients of these creatives, by their foresight in giving mostly correct and humane times for the design. Precisely this aspect and the value attributed to the professional are an indication of a healthy collaboration. This article, in addition to celebrating this fantastic series, is also a moment of reflection for all those who today deal with design and who must demand the deserved respect. Not out of rebellion, but to work at your best, be professional and continue to love your jobs day after day.
Image credits: Netflix - Abstract