HAWRAF felt the concept of the 'creative process' had become something of a commodity, as design agencies and studios boast patented and protected processes for ideation and inspiration. A-Z was an attempt to demystify the creative process. As a new studio, HAWRAF didn't have an established process. In an attempt to create one, they responded to 26 briefs over 26 hours, constrained by budget and time — documenting and live streaming it all, so anyone anywhere can follow along.
az.hawraf.com homepage
The website offered three views to watch a 26-hour live stream of the HAWRAF team working.
One of the camera views was powered by an iPad duct-taped to the ceiling.
We received viewers/participants all the way from Australia who were lively and kept us motivated during the hours the western hemisphere was asleep.
After each hour we documented our highs and lows for that project.
Concepting usually started on the whiteboard.
Oeuvre for O – we made a memory matching game of female artists' oeuvres.
Vest for V – we made a spreadsheet showing our equity vesting schedule.
Loft for L – we made a photo series of everything in the studio being lofted.
Jive for J - we made a music video.
Digit for D – we made a ruler out of a finger of otherwise known as a digit.
We worked with Fast Co. to document the process. We wrote an article before the project to talk about our expectations and an article after the project to talk about what we learned.
We worked with Fast Co. to document the process. We wrote an article before the project to talk about our expectations and an article after the project to talk about what we learned.