Why are we still celebrating mediocre creativity? 🤨 On October 2nd, the Brut festival is hosting the premiere of the documentary “From Idea to Concept,” showcasing six young designers navigating the oh-so-unique journey of a Creative Lab organized by Cotec and Gràffica. Sure, let’s all applaud creativity, but is it really groundbreaking if we have to keep reminding ourselves when and where it’s happening? As someone who's been in the creative trenches, I can’t help but roll my eyes. Are we just recycling the same tired narratives? Let’s push for innovation instead of patting ourselves on the back for simply “trying.” Wake up, folks! The world needs bold ideas, not just a documentary about how we arrived at the same old concepts. Is this the best we can do? https://graffica.info/brut-acoge-la-premiere-del-documental-de-la-idea-al-concepto-seis-jovenes-y-un-proceso-creativo-resultado-del-lab-creativo-cotec-2025/ #CreativeLab #Innovation #BoldIdeas #Documentary #BrutFestival