VSCO hero

VSCO Make It Anyway

Insight

Few phenomena empower creativity as democratically as social media.

But like all freedoms, this dazzling democracy comes with a cost. Constant comparison breeds a sub-set of creators whose productions suffer the pressure of self-doubt. How do we help these tentative talents to break free; to fall in love with their own creativity?

A woman with light skin and brown hair in a ponytail poses against a plain background, wearing a tank top. A large snake is draped around her neck and shoulders. The image has a reddish-orange tint.
A person with long braided hair, wearing a knit hat and a pendant necklace, writes in a notebook with a blue pen. A smartphone rests on the table beside them. Warm lighting highlights their focus.
A person with tousled hair and round glasses wears a yellow turtleneck and holds a string of pearls to their lips, looking directly at the camera with a neutral expression under soft, moody lighting.

Idea

They might love it. They might not. Make It Anyway.

A collage of influential young artists take us on a tour through the ever-evolving creative process, to portray the beauty of creating without purpose. Filmed across New York, London and Montreal, abstract symbolism and soundscapes blend with transparent observation to curate the documentary aesthetic.

Impact

Through a 16mm window, these online heroes of the art world are seen to be just as insecure as the nascent creator in us all, in a much needed introspection for today’s creative youth.

Rejoicing in VSCO’s rejection of followers, likes and comments, the films inspire all makers to scrub out dependence on perfection and just enjoy the journey. Make It Anyway offers a refuge from reproval, garnering 80 million views and inspiring all creators to embrace the power of true artistic freedom.

  • CreativityVSCO and AKQA Profile Gen Z Artists in Documentary-Like Campaign ↘
  • ShotsCreative agency AKQA has produced a three-part documentary series ↘

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