May 9, 2023

ANTI* Memorandum, May 9

Gentlemen - this project of ours has nothing to do with us.

The purpose of ANTI* is to better the lives of the people who experience and interact with our work.

It’s not about climbing the Forbes list, winning awards, or having the nicest office - all of those will come, but it must never be your motivation.

We create for the betterment of others, many of whom we will never meet.

We create for the advancement of creative expression.

We create for the lasting impact of inspiring those who come after us to do the same.

So I want you to Think Bigger; Think Longer;  Act with Ferocity.

You are creating history.

Aim High, Achieve More.

Simon Archibald
Executive Creative Director