The creative industry can be a strange place. It is subjective, cyclical and built from timeless ideals on constantly shifting sands. Thus, the creative process is a rich soup of method and madness that can breathe life into game-changing concepts.
Sometimes however, the red tape that wraps itself around commissioning creative can lead to concepts being diluted, tamed and sanitised before being fit for the shelf. It becomes like a happy-hour cocktail; too strong for most and sweetened to appeal by syrup and sugar.
In this book, we are offering you a taste of our creative at 100% proof, no watering down.
Make no mistake, this is a book of Trash. Much of what you will see has never been seen in public before. Everything in this book comes directly from the minds of Fluid's creative. No rounds, no amends, no feedback- just raw, uncut creative.