John Noi
After two decades inside the system that produces invisible work, I started the studio to help make the visual world around us interesting again.
MA Fashion, Central Saint Martins. Twenty years across trend forecasting, brand strategy, brand identities, campaigns, creative direction, and creative production.
For most of those years something felt wrong, even when the work looked right. Briefs were met. References honoured. The output was stunning. Then I started to notice it. Across competing brands, across categories, across the seasons, the work was beginning to look the same. The same lighting. The same casting. The same locations. The same restraint. Different briefs, almost identical output. The conventions had hardened into a category default and the brands inside it were disappearing.
Imperfect's role is to make the conventional unconventional. The studio applies a method called strategic imperfection: naming the conventions a brand has inherited from its category, then prescribing the breaks that make it look like itself again.
The method works. Spektacle, the dancefloor portrait series that runs alongside the studio, is the proof. Roughly twenty-four thousand people follow it. The same lens, applied to a different subject.
Spektacle x Imperfect.