by Joe Rinaldi
Industry creative folks I’m friends with personally and respect professionally have uttered the following to me on multiple occasions:
“I want to make cool shit.”
I’ll be honest, I just don’t get it. To be fair, it’s safe to say I don’t get “cool” in general. I routinely dress like I’m headed to a corporate team-building ropes course, and I’m still waiting for Firefly to be picked up for season 2. So maybe it’s no surprise that the quest for cool escapes me. I don’t get the allure of making something cool for the sake of it being cool. Further, I don’t understand how you sell that to clients, or more importantly, why they would pay for it.