What might (?) be our first ever interview with a creative studio is a fun one. We got the chance to sit down with Lucas and Dina of Berlin-based PRESENCE to talk about a few things; the challenges of running a studio in such an image-saturated world, some of their most meaningful projects, and why it's important to nurture self-directed avenues alongside the client work. We hope you enjoy.
I was aware of PRESENCE as a creative studio in the space of contemporary culture that we're personally interested in, but I wanted to hear about why they do what they do. Dina obliged.
"In a world where everything moves quickly, few things truly impact us. People are growing weary of merely beautiful images and random releases; they seek depth. Our aim is to craft ideas that really hit home, whether through a powerful story, new perspectives, or something that stays with them long after."
I'd seen on their Instagram fragments of some kind of investigative texts. Part of a project called "OUTSIGHT". I was curious to hear more about it.
"OUTSIGHT is a series of observations on how society and the current state of the world affect culture… As the name suggests, we go beyond the "insights" you see many people and other agencies create or share. Insights are based on understanding existing behavior or trends, while outsight relies on external observation for learning. With OUTSIGHT, we focus on understanding human behavior based on our surroundings, political and societal shifts, and other external stimuli. In the end, that’s how the real culture has been made throughout time, as a response to the current state of the world and society."
Who are the people behind the studio? I wondered.
"We’re a group of people who come from different fields: fashion, media, art, information design… These varied experiences allow us to look at our briefs from fresh perspectives, ultimately resulting in a work that’s maybe unexpected. At the end, if we were cherry-picking people from other agencies, we'd all start thinking the same way—and that would defeat the purpose."
Talk us through your favourite project to date. Why was it so meaningful to you?
"It’s definitely the latest Ottobock campaign we’ve done for the 2024 Paralympics in Paris… We’ve introduced the Unofficial Discipline – a symbolic discipline, made of everyday hurdles that individuals with disabilities encounter every day, shining a spotlight on obstacles invisible to able bodied people. With support from the International Paralympic Committee and by Ottobock’s global ambassador network, our mission was clear: to start a conversation about physical and non-physical barriers, foster understanding, and catalyse change in how we perceive and address accessibility. To raise awareness, we’ve strategically placed billboards, posters, and projections all around Paris. These installations were placed on staircases or popular tourist attractions to highlight the campaign’s message even more."
"When the brief initially arrived, we could have easily gone with a very common and often seen narrative revolving around the outstanding performance of all the athletes. But we wanted to go deeper than that. We wanted to create something where people stop, pay close attention and reflect. And they actually did… To add, Paris was just the beginning. The campaign will soon roll out to other cities around the world."
In a world so overrun with images, pixels, colours and shiny things, I wondered how Lucas and his collaborators work to rise above the noise.
"Everyone has a deep desire to be moved, to be surprised. We want to hear and also see a story that touches us. To stand out, you have to first look inside: what story do we want tell and why is it worth telling? Great visuals, start with a great story – big or small. Serious or fun. And, to keep it interesting, we value having unconventional talent on the job."
What are you working on right now? I asked.
"We’re spread across several project-stations. Building one brand, working on couple of bigger collaborations and projects for different clients… But we are also keeping ourselves busy with our own projects. We’re in the midst of finalising our first book, preparing an exhibition. Always moving."
I was interested to discuss the main challenges they've faced in the journey of PRESENCE.
"One of the main challenges was basically launching our studio in the midst of a multi-crisis, with global uncertainty and a rather volatile market. But, you know how they say, with great challenges come great opportunities. We embraced that uncertainty, became creative, and stayed committed to our vision. At the end, fortune favors the brave."
As a final note, I asked them to share their vision for the future of the studio.
"We want to move away from the standard big-audacious-goals-approach. PRESENCE constantly evolves, like everything around us does. So our vision is to remain receptive to that change. This whilst also being an interesting place where interesting things happen."
Thank you to Lucas, Dina & PRESENCE. You can find their links below.
Interview by Rune.
Images courtesy of the studio.
