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The multidisciplinary creative studio LOS YORK continues its long track record of going where few agencies have gone before by publishing COURAGE, a lushly illustrated book that features 292 pages of recent brave and bold work created by the shop. Weighing in at almost 5 lbs, 14 inches long by 9.5 inches wide and almost two inches thick COURAGE features concept through execution, brand work, design, motion graphics, CGI and live action work for clients including Under Armour, Motorola, Logitech, Hennessey and the Minnesota Twins, among others. The shop’s experiments in AI are also on display in the new opus, which is essentially a major shout-out to what the agency has dubbed ‘Creative Courage.’
“In the midst of navigating a challenging project, where great work often meets its untimely demise daily, we stumbled upon a profound realisation,” said LOS YORK executive creative director Scott Hidinger, “Creativity thrives when you’re working shoulder-to-shoulder with someone who shares your hunger to do the bravest, boldest thing, regardless. We call it ‘Creative Courage.’”
“This is a book that takes readers on a visual journey through executed projects, the stages of development, and perhaps most importantly, ideas lost in the process,” said LOS YORK managing director Melina Osornio-Andrade. “For us, courage means unabashedly embracing and sharing your truth. It’s doing something that stirs a decent helping of fear, knowing that growth lies on the other side.”
According to LOS YORK founder and chief catalyst officer Seth Epstein, COURAGE was inspired by the seminal 1999 publication BAREBACK A TOMATO PROJECT, an equally massive and stunning collection of work created and compiled by the members of the world-renowned London based art collective and design shop Tomato, which worked in the ’90s on ground breaking projects for Chanel to Channel 4, Microsoft to Mute Records, Sony, Samsung, Nokia, Nike, Renault and Royal Mail, among others.
“Courage isn’t just a book about LOS YORK’s past; it’s a flag planted for our future,” said Seth. “I hope it inspires others to push themselves and their teams a bit more than usual. It’s about building a case for being courageous, not just a ‘let’s go for it’ mentality. Build a case for your ideas, then get out of the way and watch them become an inspiration for others.”
“At Los York,” Scott continued, “We’ve identified that when we’re in the middle of creating something we’re excited about and feel like we’re headed somewhere new, off-brand, or braver than is being asked of us, we light up. We get excited. We push harder. Turns out, we’re all on a daily hunt for that dopamine.”
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