Do people at Uncommon not think it’s weird that so many of their posters are derivations of some kind of digital UI? British Airways, The Ordinary, Ocado, Instagram and now BT. At this point I’m assuming it’s intentional, rather than accidental, but is it like, spoken about?

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Well the agency is ostensibly all Nils’ point of view, who has a design background.

If I was being generous, I’d say it’s an intentional approach to have an ownable House style as an agency.

If I was being less so, I’d say sameness is what inevitably happens when one person is the filter/director. (The UI stuff, the creature + clothes stuff, the split screen stuff, the manifesto stuff etc.)

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Yeah, kind of amazing given all the senior creative firepower over there that all the work is inexorably drawn towards one dude’s playbook

Uncommon just peddle out the same old campaign. Before/after. Split screen kinda thing…

Hell or Habito.
Money or Monzo.
Hassle or Hussle for BT.

Same old stuff. Zero strategy, just an execution.

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They definitely use the same bag of tricks quite a bit.

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