[ How to Change the World ]
R E A L A R T. C O M
R E A L
A R T
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THE
12
ABSO L U T E S
We build wonder. People who wonder have the power to change the world. Because they dream. They are inherently curious. They want to discover everything, and then push at the bounds of what’s possible to make everything better. They are inventors of astonishing things. They are us. We do things differently here at Real Art. We’re all makers. Each of us have unique strengths and skills. From crafting nuanced beauty to developing new technology to fabricating physical inventions, we each play important roles. But we are strongest together. Collectively, that’s how we awe. These absolutes are what have guided us through the years, allowing us to dream big and build wonder in spectacular ways. THIS IS WHAT WE BELIEVE IN.
And this is how we do it. R E A L
A R T
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T H E
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AB SOLUT ES
Dream Big [ Shoot it to the moon ]
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Be Curious [ Curiosity makes you smarter ]
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Be Fearless [ Be daring and screw convention ]
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See the Future [ Obsess with the next ]
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Play [ Have some damn fun ]
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Tribe Together [ Be true to the crew ]
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Show Character [ Do whatever’s right ]
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Be a Muse [ Seek something and share something ]
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Make [ Do-it-yourself ]
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Work [ Do what you say and finish what you start ]
Hustle [ Speed limitless ]
Initiate [ Go do it ]
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THIS IS HOW WE BUILD WONDER
We are dreamers, we are curious, we are fearless, and we are futurists.
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We challenge the impossible. We push ideas further and make things
way, way,
cooler.
DREAMER
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5
Shoot i t to the m oon.
That’s how big dreamers dream. With extraordinary creativity and vivid imagination, dreamers never run out of ideas.
DREAMER | 7
1 [ Dreamer ] CREATIVITY
Whether it’s inventing something never-seen-before or warping a familiar oldie with a new twist, dreamers are always coming up with unique and fantastically imagined concepts. “Wouldn’t it be cool if…” that’s the dreamers motto. Sure, t hey may reside a little headabove-the-clouds. But roaming amongst out-of-this-world notions is what we’ve always done, and it’s important to what we do. The dreamer’s contribution is what takes concepts from good to extra great, injecting doses of delight, play, and beauty. Made you look, huh? That head-turning quality—the “wow” factor—that’s the unmistakable mark of a dreamer’s remarkable imprint.
UP THE ANTE
The only thing better than one dreamer is two dreamers. O r a whole team of them. Something powerful happens when our dreamers get together. A competitiveness comes out, a volley of playful one-upmanship that advances idea-making to an extreme new level. An original notion is born, gets tossed about, added to, and escalated in ways no single person might have ever conceived. Team dreaming ups the ante.
DREAMER | 9
Curiosity didn’t kill the cat.
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smarter.
DC RUERAI O MU ER S
It made it
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2 [ Curious ] WONDER
Want to sense wonder? Look around; be very curious. Every single thing in this world has the possibility to astound under an investigative eye. Those who are curious are most excited by things unknown, deeply inquisitive about how things work, why they were made, and who created them. Curiosity is what keeps us interested, and interesting. It overpowers the mundane, and causes us to discover incredible things every single day.
LEARNING
Every moment of curiosity is an opportunity to learn. Investigation leads to understanding, and that translates into knowledge. With an innate desire to constantly be grasping something new, those w ho pursue interesting t hings are always expanding skills and capabilities, constantly opening up whole new ways of thinking. The inherently curious are the smartest cats here—they are studying and learning all the time.
CURIOUS | 13
Be daring and screw convention. Convention is pretty fucking boring. Besides, if you were aspiring to middle-ofthe-road, you wouldn’t be here. Truth be told, we may not be entirely sane at times. But that’s exactly what fearlessness is all about: embracing insanity and boldly going there.
FEARLESS | 15
3 [ Fearless ] DARING
Those who have no fear know no bounds, and faced with a choice, it is unfailingly the more irrational mindset that wins. That’s right, chuck realism and reason right out the window. Just make the most amazing thing ever. C O N V I C T I O N
Amazing things happen with complete conviction. The fearless are driven by impressive amounts of confidence and the certainty that absolutely anything is possible. No fear of failure; it won’t happen, not a chance. This isn’t bravado, it’s reality. We’ve done enough of these “impossible” kinds of projects to have eliminated all doubt. FEARLESS | 17
Obsess with the next.
FUTURIST
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4 [ Futurist ] DIGERATI
Futurists are the technological elite. They are digerati, obsessed with discovering new and better ways to build things. They are infatuated by digital, cyber space, and science. Curiosity and learning are innate: needed for analyzing, understanding, mastering, and manipulating. With a hankering for bending and breaking rules, they are always experimenting and iterating. For a futurist, whatever’s next is always more spectacular than what came before.
VISIONARY
Eyes ahead, oracles of what’s next. Futurists are also visionaries, obsessed with all things that can change the world and affect the ways we will live. Like new technologies, next-generation products, and transformational societal concepts. They are called upon to help make decisions, solve problems, and identify opportunities for experimentation. They are highly idealistic, with a special skill for exposing whole new ranges of possibility.
FUTURIST | 21
THIS IS HOW WE ACT
We play, we support each other, we always do what’s right, and we inspire each other.
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PLAYER
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5 [ Player ] POSITIVITY
Positivity is contagious. The player has a good attitude and is happy with life, welcoming every challenge as an opportunity. With a “can-do” mentality, they’re reliably open to change and relaxed enough to take risks. T hey keep everyone here enthused and amused. H A V I N G F U N
Having fun is core to who we are and what we’re about. The player isn’t afraid to be outrageous. Build that potato launcher, organize a scavenger hunt, orchestrate an afternoon of shopping cart jousting— these are exactly the kind of absurd interactions we love around here.
It’s fun and inspiring for us, but also important for the kind of work we create for clients. We believe that audiences relate to playful interactions at a deeper level, leading to stronger, more authentic experiences. That’s why we’re so committed to causing that unique moment of joy, sharing that sense o f delight, and weaving in artful storytelling. Forget about acting like an adult. Let loose and let your inner player have some damn fun.
PLAYER | 27
True to the crew. Devotion to the notion.
Believe in the people around you and love the work you do.
6 [ Tribe ] CAMARADERIE
You’d think we were dear old friends. Well, a lot of us are. There’s something really cool about this kind of camaraderie, it’s built on sincere respect and admiration. And we seek out and welcome others who inspire and challenges us. So, basically, we all get along like gangbusters. ALLEGIANCE
‘Got your back’ means allegiance to each other, our ideals, and our work. It’s staunchly supporting those around you, helping if help is needed, and being a valiant advocate of others. We must support each other, stronger together.
TRIBE
because we are better and
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Whatever’s
CHARACTER
Do that.
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7 [ Character ] INTEGRITY
Having character is doing the right thing, especially when no one’s watching. That shows real integrity. Always be truthful and trustworthy, no matter what. AUTHENTIC
When we say we’re in the business of making things neverseen-before, we mean it. That’s a promise of authenticity and originality. We don’t copy other people’s ideas and we don’t do the same thing twice. We do it all ourselves. You can’t outsource these kinds of concepts. What we dream, w e really do.
TRUE TO PURPOSE
Trust us. Everything is for a reason. We don’t make spectacles without a purpose, that would be selfish. Everything we do supports a client’s needs and goals. H U M I L I T Y
Awe, shucks. Gee thanks. Glory and accolades are nice, but it’s not why we do the work. Humility and modesty are traits we embrace.
CHARACTER | 33
SEEK SOMETHING. S HARE SOMETHING.
MUSE
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8 [ Muse ] COOL-HUNTER
The muse is hard-wired to seek out everything awesome. Practicing cool-hunting as a lifestyle, they are on a ceaseless quest for inspirational gems, generously sharing with everyone around them. “Hey, check this out,” says the muse. They’re social and indiscriminate, passing along knowledge of design, style, trends, technology, products, culture, videos, games, articles, books, and more. The muse is both a teacher and a catalyst, enlightening everyone around them.
EXTRACURRICULAR
There’s more to life than the nineto-five, and the muse makes the most o f every spare minute. Their creative and noble extracurricular activities make us crazy proud. From teaching and mentoring to philanthropy and volunteering, being entrepreneurial, serving on committees and boards, and undertaking all kinds of personal passion projects. They promote our beliefs and values in every way, and by their good example, we are all inspired to be better.
MUSE | 37
THIS IS HOW WE DO
We are makers, we are hard workers, we’ve got hustle, and we are initiators.
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Force of
MAKER | 41
9 [ Maker ] CREATOR
We are makers in the most real way—it’s the very nucleus of our culture. Between everyone here we have the talent to be creators of absolutely anything. No matter how extreme the idea, in fact, the more original, the better. These things might be gigantic or very small. They might be connected, or physical, or interactive. Who knows what we’ll think of next. The common thread is that they are brought to life right here by own hands. Extreme brainpower and self-reliance required, this is DIY to the core.
HACKER
Sometimes you need to break things to make them better. Crack them completely wide open in order to figure out how they act the way they do. Makers are hacking, rapidly prototyping, experimenting, and adapting: exploring limits in order to invent ingenious new ways. CRAFT
Love the craft by being a beautiful perfectionist, executing every piece and pixel “just so.” Across every aspect and down to the most miniscule of details, nothing escapes the maker’s vigilance. Whether handmade, built, printed, or programmed, they MAKER
seek excellence and surpass it.
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Do w hat you say. Finish what you s tart. Great things don’t come easy. You’ve got to work it.
10 [ Hard Work ] COMMITMENT
Do what you say. Whether it’s delivering on a promise or honoring an obligation to the person next to you, every commitment is resolute. ENDURANCE
Finish what you start. Even when the destination is far away, hard workers sustain impressive endurance and enthusiasm through to the very end. DILIGENCE
Put some elbow into it. Choose greatness, which means pursuing paths of resistance and then doing whatever it takes to get the job done. The hard worker has the diligence and strength to obliterate any obstacle in their way. HARD WORK | 45
The hustler doesn’t wait around.
HUSTLE
Limitless
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11 [ Hustle ] MOMENTUM
Hustle while it’s hot, because momentum keeps us invigorated. The hustler jumps into action immediately, advancing at high speeds, making great strides, and effortlessly leaping bounds. They are the protectors of great ideas by never letting them get stale. When the wheels are spinning, it’s time to peel out.
PROGRESS
On this technological superhighway, speed and agility will take you far. The hustler isn’t just in the pack, they’re in front of it. Blink and they’ve got a beta developed and testing underway. This is a fast-changing world we live in, with new things emerging every day. And our hustlers really, really like to be in the lead.
HUSTLE | 49
When you’re this passionate you don’t need permission.
12 [ Initiator ] SELF-STARTING AND PROVOKING
Without being asked to, the initiator fiercely pursues their interests, relentlessly pushing until concept becomes reality. Always at the genesis of new things, they are entrepreneurs and originators of so many great ideas and causes. They are also a fierce provoker and leader of the pack. Being a selfless and ardent champion of other people and projects as much as their own, the initiator incites and empowers others to grow, grab their own reigns, and take ownership. Making something out of nothing is their specialty. Waiting around f or permission is not. (Come to think of it, did anyone say you could do that?) INITIATOR
Who cares. Screw it.
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Close this book right now. AND GO MAKE SHIT HAPPEN.
[ How to Change the World ]
R E A L A R T. C O M
R E A L
A R T
|
THE
12
ABSO L U T E S