THESIS CONCEPT

Visualizing Bruce Mau’s

Incomplete Manifesto for Growth

Juwan Lim Thesis1 Jun Sassa

An incomplete manifesto for growth by Bruce Mau According to BRUCE MAU DESIGN, Incomplete Manifesto for Growth was first written by Bruce Mau, (http://www. brucemaudesign.com/)Canadian designer, in 1998, articulating his beliefs, strategies, and motivations. In addition, The meaning behind “incomplete� is manifesto will be updated or growth itself is always incomplete.

An incomplete manifesto for growth — BRUCE MAU 1. Allow events to change you.You have to be willing to grow.

Growth is different from something that happens to you.You produce it.You live it. The prerequisites for growth: the openness to experience events and the willingness to be changed by them.

25. Don’t clean your desk. You might find something in the morning that you can’t see tonight.

2. Forget about good. Good is a known quantity. Good is what we all agree on. Growth is not necessarily good. Growth is an exploration of unlit recesses that may or may not yield to our research. As long as you stick to good you’ll never have real growth.

27. Read only left-hand pages. Marshall McLuhan did this. By decreasing the amount of information, we leave room for what he called our “noodle.”

3. Process is more important than outcome. When the outcome drives the process we will only ever go to where we’ve already been. If process drives outcome we may not know where we’re going, but we will know we want to be there.

4. Love your experiments (as you would an ugly child).

Joy is the engine of growth. Exploit the liberty in casting your work as beautiful experiments, iterations, attempts, trials, and errors. Take the long view and allow yourself the fun of failure every day.

5. Go deep. The deeper you go the more likely you will discover something of value.

6. Capture accidents. The wrong answer is the right answer in search of a different question. Collect wrong answers as part of the process. Ask different questions.

7. Study. A studio is a place of study. Use the necessity of production as an excuse to study. Everyone will benefit.

8. Drift. Allow yourself to wander aimlessly. Explore adjacencies. Lack judgment. Postpone criticism.

9. Begin anywhere. John Cage tells us that not knowing where to begin is a common form of paralysis. His advice: begin anywhere.

10. Everyone is a leader. Growth happens. Whenever it does, allow it to emerge. Learn to follow when it makes sense. Let anyone lead.

11. Harvest ideas. Edit applications. Ideas need a dynamic, fluid, generous environment to sustain life. Applications, on the other hand, benefit from critical rigor. Produce a high ratio of ideas to applications.

12. Keep moving. The market and its operations have a tendency to reinforce success. Resist it. Allow failure and migration to be part of your practice.

13. Slow down. Desynchronize from standard time frames and surprising opportunities may present themselves.

14. Don’t be cool. Cool is conservative fear dressed in black. Free yourself from limits of this sort.

15. Ask stupid questions. Growth is fueled by desire and innocence. Assess the answer, not the question. Imagine learning throughout your life at the rate of an infant.

16. Collaborate. The space between people working together is filled with conflict, friction, strife, exhilaration, delight, and vast creative potential.

17. ——————————. Intentionally left blank. Allow space for the ideas you haven’t had yet, and for the ideas of others.

18. Stay up late. Strange things happen when you’ve gone too far, been up too long, worked too hard, and you’re separated from the rest of the world.

19. Work the metaphor. Every object has the capacity to stand for something other than what is apparent. Work on what it stands for.

20. Be careful to take risks. Time is genetic. Today is the child of yesterday and the parent of tomorrow. The work you produce today will create your future.

21. Repeat yourself. If you like it, do it again. If you don’t like it, do it again.

22. Make your own tools. Hybridize your tools in order to build unique things. Even simple tools that are your own can yield entirely new avenues of exploration. Remember, tools amplify our capacities, so even a small tool can make a big difference.

23. Stand on someone’s shoulders. You can travel farther carried on the accomplishments of those who came before you. And the view is so much better.

24. Avoid software. The problem with software is that everyone has it.

26. Don’t enter awards competitions. Just don’t. It’s not good for you.

28. Make new words. Expand the lexicon. The new conditions demand a new way of thinking. The thinking demands new forms of expression. The expression generates new conditions.

29. Think with your mind. Forget technology. Creativity is not device-dependent.

30. Organization = Liberty. Real innovation in design, or any other field, happens in context. That context is usually some form of cooperatively managed enterprise. Frank Gehry, for instance, is only able to realize Bilbao because his studio can deliver it on budget. The myth of a split between “creatives” and “suits” is what Leonard Cohen calls a ‘charming artifact of the past.’

31. Don’t borrow money. Once again, Frank Gehry’s advice. By maintaining financial control, we maintain creative control. It’s not exactly rocket science, but it’s surprising how hard it is to maintain this discipline, and how many have failed.

32. Listen carefully. Every collaborator who enters our orbit brings with him or her a world more strange and complex than any we could ever hope to imagine. By listening to the details and the subtlety of their needs, desires, or ambitions, we fold their world onto our own. Neither party will ever be the same.

33. Take field trips. The bandwidth of the world is greater than that of your TV set, or the Internet, or even a totally immersive, interactive, dynamically rendered, object-oriented, real-time, computer graphic– simulated environment.

34. Make mistakes faster. This isn’t my idea — I borrowed it. I think it belongs to Andy Grove.

35. Imitate. Don’t be shy about it. Try to get as close as you can.You’ll never get all the way, and the separation might be truly remarkable.

We have only to look to Richard Hamilton and his version of Marcel Duchamp’s large glass to see how rich, discredited, and underused imitation is as a technique.

36. Scat. When you forget the words, do what Ella did: make up something else … but not words.

37. Break it, stretch it, bend it, crush it, crack it, fold it.

38. Explore the other edge. Great liberty exists when we avoid trying to run with the technological pack. We can’t find the leading edge because it’s trampled underfoot. Try using old-tech equipment made obsolete by an economic cycle but still rich with potential.

39. Coffee breaks, cab rides, green rooms. Real growth often happens outside of where we intend it to, in the interstitial spaces — what Dr. Seuss calls “the waiting place.” Hans Ulrich Obrist once organized a science and art conference with all of the infrastructure of a conference — the parties, chats, lunches, airport arrivals — but with no actual conference. Apparently it was hugely successful and spawned many ongoing collaborations.

40. Avoid fields. Jump fences. Disciplinary boundaries and regulatory regimes are attempts to control the wilding of creative life.

They are often understandable efforts to order what are manifold, complex, evolutionary processes. Our job is to jump the fences and cross the fields.

41. Laugh. People visiting the studio often comment on how much we laugh. Since I’ve become aware of this, I use it as a barometer of how comfortably we are expressing ourselves.

42. Remember. Growth is only possible as a product of history.

Without memory, innovation is merely novelty. History gives growth a direction. But a memory is never perfect. Every memory is a degraded or composite image of a previous moment or event. That’s what makes us aware of its quality as a past and not a present. It means that every memory is new, a partial construct different from its source, and, as such, a potential for growth itself.

43. Power to the people. Play can only happen when people feel they have control over their lives. We can’t be free agents if we’re not free.

Thesis Concept Statement Sometimes one sentence teaches me a lot more than picture or moving images. Words are so powerful because they make me imagine, think further from what I read. Therefore I have been interested with visualizing words. I had broad research about inspirational quotes from internet, TED speech and books. And I ended up with choosing Bruce Mau’s An incomplete manifesto for growth.

I have been thinking about how I should live and how should I behave to improve myself as a designer. I learn from school, watch professional works and visit museum to watch famous art pieces.

But sometimes I feel like missing something. After I read Bruce Mau’s Incomplete Manifesto for Growth, I felt like I found missing puzzle. It contains a lot of inspirational quotes that helps me to how to behave as a designer. Eventhough the words are straight fowrad and coercive, they are inspirational and fresh. Last year, I had an editorial project that make Incomplete Manifesto for Growth to magazine spread with graphic elements. After this project, I realized that this design manifesto contains a lot of potential to make it more visual. Therefore, I want to take this project to next level that is making a motion graphic work of Incomplete Manifesto for Growth.

Goal / Intent My goal is visualizing these sentences by using literal/abstract style of motion. The manifesto is powerful as a text. But they also have a lot of potential to be visual. I like to express that visual possibility in provocative or soft way. In addition, I hope viewers can have better understanding about this manifesto when they see my work.

Format / Media I am open with all formats of videos. My major format will be a combination of real time footage and 3d animation. Stop motion, vector art and 2d animation are also other possibilities. Since my work is a series of motion pieces, I will make a website that allows viewer to click what they want to watch.

Concerns 1. Can I effectively visualize the meaning of his manifesto without destroying them?

2. How will I prepare myself to design Mau’s manifesto in a way that brings it to life? What steps do I need to take?

3. my piece is a series of motion works. Therefore, it needs a sense of consistency to look as one series.

4. How do I manage time?

Inspirational messages I had a research about insperational quotes. I tried to find them from all over such as books, TED speechs and internet sources.

TED speech Stacey Kramer: The best gift I ever survived According to TED, Stacey Kramer Woffers a moving, personal, 3-minute parable that shows how an unwanted experience -- frightening, traumatic, costly -- can turn out to be a priceless gift.

Book Keep calm and carry on Keep calm and carry on has lot of inspiring quotes. Book is divded into sections such as crisis, economics, speculation, the church money, greed and work.

Quotes about life Life is just one damned thing after another. (Elbert Hubbard) Life is divided into the horrible and the miserable. (Woody Allen) Life is an unbroken succession of false situations. (Thornton Wilder) Life is a tragedy when seen in close-up, but a comedy in long-shot. (Charlie Chaplin) True life is lived when tiny changes occur. (Lev Tolstoy) Life could be wonderful if people would leave you alone. (Charlie Chaplin) Life is a tale told by an idiot — full of sound and fury, signifying nothing

An incomplete manifesto for growth by Bruce Mau

Existing Precedents

Rule 30 by Vladimir Tomin Merak_delete me by Lukas Vojir These pieces are great examples of motion work made out of quotes. They used abstract elements effectively to express the meaning of sentences. They are also aesthetically perfect

Daniele Manoli’s alphabet series Daniele Manoli made a website that contains all the motion pieces he did about alphabets. He unified the style of work by inserting cross stitch style outro in every pieces.

Other Inspirations I had a research about Surreal art pieces. Surreal artists are really good at making concept visual in a unique way. They are James Christensen, Yusuke Nakamura and Samy Charnine.

Mind map