Glen Cassidy

Archive the Fragment

Capture something incomplete. A thought, a sound, a sketch, a glitch, and let it live unfinished. Don’t explain it. Every fragment is a seed, and the mutant’s archive is built from what others discard, whether idea, something gone unnoticed or thrown away.

The most effective brands do not persuade. They embed themselves as inevitabilities. Defaults that feel less like choices and more like recognition. Think about the last time you reached for a familiar brand without thinking. You did not weigh features or recall an ad. The alternative simply felt like more effort.

NC: Boringly, my creativeness is in no way pathological. I work very hard, every day, and on some level it’s a dogged nine to five slog, and if it seems like my output is greater than your average musician or whatever it is I am, it’s because I put in more hours. It’s as simple as that.

That is not to say that on occasions I don’t enter into that... See more

The real world is all edge cases, all the time.

This is what happens when you fetishise "creativity" over effectiveness. Which is the default agency mindset . Being cleverly creative is only helpful if it's in ruthless pursuit of a commercial effect. Adland has a strong tendency to see "creative" as the outcome, not just one of the important parts of making one type of advertising more... See more