Creature is a challenging company to understand. Our work is different from what clients typically see. We don't fit into descriptors you'd apply to a design studio or ad shop or media house. That’s okay because it not about what we do, but why we do it. And that’s born from the lessons we’ve learned and the things we’ve been through. Thus, the first ever History of Creature was conceived.

(A) Provide context to RFP responses.(B) Express our innovative and eccentric approach without being pedantic. (C) Make people fall in love with us.

People steal these things. It’s a serious problem actually. There are only 55 of them in existence (including the one you’re looking at). We now have a working library system to check them in and out. So yes, it works. They get the philosophy. They are eager to talk to us. I’ve even seen clients pass the book to their colleges and say “these guys are great,” even though we are standing right there–as if the book was better proof than we were. We’ll be making some sort of second edition.

Don’t say we are reinterpreting advertising, show it by taking a symbol of old-world knowledge and re-appropriate it to express our own new-world knowledge. After that, it was a matter of making a physical piece to deliver a digital presentation, providing a nice secondary metaphor for our integrated approach.