We agreed to an experiment:

What happens to our creativity when there is no client, no marketing agenda, no budget and no practical application of the work we make?

The only constraints are one word per week and no conversation. Repeat for 52 weeks.

No question, there is pressure to measure up to each other’s work. But I think the real pressure is to get outside the safety of my own process and operate almost entirely intuitively. The most exciting moment each week is when we put them side-by-side. You would swear we were colluding on these.

— Craig Frazier