Creating Imaginative Experiences Through Art
Imagination is the bedrock of human evolution and offers us a non-material world of infinite possibilities. I see my imagination as my superpower. In my professional life it allows me to fulfil my role, which is essentially to find a creative solution that solves a brand’s problem.
At Chorus, a creative agency dedicated to producing powerful, theatrical and strategic live and digital experiences, we often draw on, not just our imagination, but our artistic roots in creating the perfect response to a client’s brief. This is important, because I believe exposure to imaginative artistic experiences is vital as it stimulates and inspires new ways of thinking.
We feel that art is a powerful way to communicate culture in an elegant way, and message-led artistic interventions can inspire real, positive change.
This is one of the reasons why we are launching Chorus Arts – an extension of our core agency services, producing not-for-profit and commercial purposeful art experiences. This allows us to both embrace and champion the world of art by using it as an inspirational tool to convey our clients’ messages.
But imagination has uses far beyond our working environments and forms an integral part of our personal life too. We can use imagination to explore what the best version of ourselves looks like. We can imagine how we should best present ourselves in all scenarios. It allows us to visit the life we most want and when we visit these dreamscapes it informs our ambitions.
One thing that is indisputable is that imagination fuels change. We are so fortunate to live in an age that is rich in technological development and – through advances in innovation – our lives are becoming more exciting, convenient and meaningful. We have so many diverse and rich experiences at our fingertips, and we owe it to the imagination of those before us.
For us, imagination holds new answers to new problems, and it always will. And through this process, progress is inevitable.
Grant Dudson is Creative Director at Chorus Agency, a creative agency based in London producing powerful, theatrical and strategic live and digital experiences, who thrives in the landscape of brand experiences, events, spatial design, and immersive art, creating and working on high profile Diageo accounts and projects such as their iconic World Class Global Final event and Johnnie Walker‘s Global experiential concept.