It Sucks

Everyone’s a critic. And when you’re a creative, that can stop you in your tracks. The best ideas, however, come from taking risks and being alright with being wrong; from diving into vulnerability head on and not being scared of…

It Sucks

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Everyone’s a critic. And when you’re a creative, that can stop you in your tracks. The best ideas, however, come from taking risks and being alright with being wrong; from diving into vulnerability head on and not being scared of other’s opinions. So how do you free yourself put your ideas out there? Take that criticism you’re fearing and turn it on its head.

Critics only have power when you give them power. And guess what? You don’t have to. Because when you’re confident enough to say “f*** that” to judgement – well, it doesn’t suck.

“It Sucks” is one of 13 films included in “The Vulnerable Creator,” a project comprised of work from 10 global agencies on the subject of creativity and vulnerability. It debuted at Cannes Lions’ “Lions Live” broadcast in 2020.


Credits
Agency: FCB Inferno
Associate Creative Director: Sarah Lefkowith
Copywriter: Francesca Ferracini
Art Director: Alice Teruzzi
Producer: Hanna Davis

Music: Room 1025

Production and Post: Unit
Commercial Director: Darryl Bolton
Post Producer: Tania De Sousa
Unit Design Collective:
Creative Director, Design: Tom Wansbrough-Jones
Motion Designer: Matt Rowley

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