For its inaugural Boot Camp, Sid Lee Collective recruited eight multidisciplinary talents from across the globe to live and breathe creativity for 240 hours straight. Their mission was to take Dutch lifestyle brand Fatboy® into the next decade using the company’s slogan and philosophy—A Wonder-Fuller Life—as inspiration. Sid Lee chose to partner with Fatboy® for its first ever Boot Camp because it shares with the agency an open, multi-disciplinary approach that is perfect for this type of experimental project.
By tapping into environmental design, advertising, creative technology, graphic design, industrial design, and architecture, the Boot Camp team was tasked with creating experiences that rethink the way we live (focusing on the four central themes of eat, play, rest and move) in and around the home of the future.
The intense Boot Camp itinerary included daily briefs, talks by industry experts, brainstorming sessions and early-morning exercise drills (as well as some well-deserved downtime exploring the city of Montréal). For the entire 10 days, the campers hunkered down in an industrial workspace transformed into an indoor campground especially for the experience. The camp was divided into the four themes of EAT, PLAY, REST and MOVE, and the recruits were asked to base their creative ideas around these themes, with the help of internal and external expert coaches.
The space, conceived by Sid Lee, was designed to be as clean and open as possible and was filled with Fatboy® products so that the recruits were constantly interacting with—and drawing inspiration from—the brand.
The goal of the Boot Camp wasn’t to produce deliverable products or campaigns, but to immerse young creative minds from different backgrounds and disciplines in Sid Lee’s unique, limitless creative process, an approach we call Commercial Creativity™. All of the recruits came from a multi-disciplinary background and contributed equally to every aspect of the creative process during the Boot Camp, stepping out of their comfort zones and crossing creative borders.
After an intense and exhausting 10 days, the Boot Camp team presented their ideas in an impressive Sid Lee roll, a giant mock-up of all their work rolled out across a long worktable. Tasked with creating innovative and immersive Fatboy® experiences, the final result was A Wonder-Fuller Land—a living art installation complete with floating cocoon-like tents where guests were invited to create their own light, colour and sound orchestrations.
The Boot Camp contributed to increase brand awareness for Fatboy® and provided them with concrete recommendations and solutions for a complete brand ecosystem to elevate the future of the company. Throughout the 10-day Boot Camp, fans could follow the creative team’s daily adventures on Sid Lee’s Facebook, Twitter, Flickr and Vimeo pages. The result? Hundreds of thousands of views, shares, comments, “Likes,” and media coverage across the globe.