Group X

Razorfish Group X
Brand New Thinking Initiative





To find new and innovative ways for Razorfish to work. To break down creative barriers and expand our thinking. To discover better solutions.

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Group X is a part of Razorfish's Brand.New.Thinking initiative. A team strategically put together to find new ways to push the boundaries. 

We were tasked with taking a deeper look at the way we work. Identifying and breaking down creative barriers, expanding our thinking and finding ways to get to rich concepts quicker.

As George Knelle reminds us, "Creativity, as has been said, consists largely of rearranging what we know in order to find out what we do not know. Hence, to think creatively, we must be able to look afresh at what we normally take for granted." 

Deadlines, pressure from the client, pressure from superiors, time restrictions… There are countless things that kill creativity and keep work from reaching its full potential. Through different techniques, methods and games we explored how to bring "play" into the workplace. Searching for ways to break out of the routine. And as a result, finding bigger and better places to play. Bigger and better solutions for our clients. Discovering new connections and opportunities.

But we didn't stop there. We also explored storytelling methods. After all, the right idea is only half the challenge. Communicating and selling that idea is equally important. 

So we developed our toolkit. A new, fun process and set off to integrate with Razorfish teams throughout the region to  partner together to create great work while teaching our found methods. Constantly learning and adapting, after all, one solution doesn't work for all problems.



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