Collaboration is at the very heart of the creative industries. Digital design studios unite front-end pixel shifters with back-end
code writers. Image agencies draw together photographers, art directors and lighting engineers. Even on the smallest of
print projects, a designer and printer will share a cup of coffee and discuss the most effective use of their skill sets in order to
produce the best work possible.

Yet collaborative projects are not just about uniting necessary skills in order to get a job done. Over so many years we’ve
witnessed groundbreaking collaborative campaigns that merged mutually exclusive skills because collaboration ignites
creativity. And it’s in collaborative projects that much of the most astounding new creative work is to be found. “Collaboration
is about allowing yourself to become contaminated with other people’s ideas and visions,” enthuses Bruno Sellés of Barce-
lona-based studio Vasava. “It’s about getting involved in work that forces you to think and act differently. It’s those unpredict-
able ideas that are the product of different takes on a common project. Sometimes it takes that clash of personalities, styles or
attitudes to come out with something new. Collaborative projects are great playgrounds to get out of your comfort zone and
try new things. It’s exciting.”

The creative director of design studio Popular, Peter Chadwick echoes this sentiment. As a designer, Chadwick has produced
record sleeve designs over the past 20 years for the likes of Primal Scream, Grace Jones and Girls Aloud amongst many oth-
ers, and is associate lecturer at Chelsea School of Art. He’s just completed the Desktop Publishing project – a fully functioning
CMYK poster-printing table made in partnership with no fewer than nine fellow collaborators. For him, collaboration is about
creativity beyond his own, and the enjoyment he finds in working with other creatives.

“It challenges me to think in a different way every time I collaborate with
another creative,” says Chadwick. “A different set of questions will always
arise when working with someone new, and another point of view from an-
other person is always welcome and revealing on a live project. We work in
an opinions-based industry – everyone’s will differ in some way, and that in
itself is a challenge. If the collaboration is effective, all parties will be able to
bring a different set of skills and points of view to bear that will work harmo-
niously together. Collaborating also gives me the opportunity to work with a
wide range of talented, inspirational and like-minded creatives. I have a list
of who I would like to collaborate with. Suffice to say the list is long, and gets
added to on a weekly basis.”