We wanted to move away from being labeled as a technical based production company and move towards working with creative images. Our initial analysis showed that our customers increasingly requested help in refining their ideas for their images. This was a great start and I began to inform both clients and employees of the art of providing (swedish: tillföra) and not just performing (swedish: utföra). In a nutshell, we would not only carry out our clients wishes we would also be able to give continuous input throughout the creative process. To give ourselves a solid base to stand upon we came up with the concept of ‘Creative Partner’.
Around the same time I understood that 3D/CGI, Computer Generated Imagery would become the latest ‘hot news’ so we began to research and educate ourselves within this field. Unlike many others who were seduced by the hype, wanting to be involved in Hollywood and computer game effects, we wanted to evolve within the field we already mastered – the photographic image. Our goal was for Bsmart to become the very best of the best in creating photo-realistic CGI. This could be computer-generated images created in their entirety or in combination with photography and retouch. In retrospect, this way of working became pretty obvious and therefore natural to us. We could use our photographers’ skills in the art of lighting and composing but the actual studio would be within the computer itself. The worried photographers at Bsmart could finally breath out – they still had a future. (Although not according to Resumé (the Swedish advertising trade magazine) where one could recently read that photographers would become unemployed in the wake of 3D/CGI). It is only the tools of the handicraftsman that are changing and inevitably there will always be the need for professional photographers in the traditional sense. It is the combination of all these tools and skills that is undeniably extremely interesting.
Anyway, the updated business concept began to take shape and according to our new business plan Bsmart would ‘With creativity and passion, visualise the customer’s image needs, thoughts and ideas into a finished picture of the highest quality – delivered on time’.
So what does the concept of ‘Creative Partner’ stand for in practice? Well, as previously mentioned, we have moved away from just performing towards providing. We not only carry out our clients wishes we are also able to give continuous input throughout the creative process. With all the resources that we possess being under the same roof; photo, 3D/CGI and retouch, we can work magic and create anything out of nothing. ‘Nothing is possible’ is the mantra. Think about it… Nothing Is Possible. NIP is hereby Bsmart’s contribution to the jungle of letters within our specialised field.
The dream scenario for us as a creative partner is to be involved at an early stage in the project at advertising agencies or corporate advertising departments. By being involved early on in the sketch work, and using all or some of our resources, it allows us to exchange ideas and experiment with new image styles. It is both fun and beneficial to all parties involved, both during the project and at the final stage. Our creative producers work in parallel with models, locations, stylists and props, solving everything from cat and dog models for Intervet in San Francisco, to a simple mousetrap. Hold on, wait a minute, that’s not right… the mousetrap was created in 3D as we could not get hold of the particular model that the Art Director had in mind.
This work process involves fewer ‘cooks in the kitchen’ as the saying goes. It results in higher quality advertising images and valuable time can be won both due to the process itself and the fact that all the resources are available under the same roof.
In line with the latest developments and client demands, we are using our newly acquired skills in the animation of our still photos and working on projects in which the final results are animated campaigns and applications for the Web and TV. We have even started to shoot with our new cameras, and yes, the results are actually really good. But let us take things one step at a time now. Still pictures are fantastic fun to work with and we are professionals in that field.
We are now achieving small and large miracles on a daily basis and these can be viewed on our website. It is here we present our creative solutions and show how some of our most courageous clients have entrusted Bsmart as a Creative Partner. We are 21 creative souls with a passion for images at your disposal, situated in Vasastan in the centre of Stockholm. With a whole lot of love. NIP!
Tomas Lestrup, CEO & Founder