Life is an improvisation – Joshua Gott thinks so.
Gott, Creative Director of Epipheo, heads a company whose ambitions and ideas are notably admirable. More than just a video production company, Gott defines himself and his co-workers as creative toolboxes: directors, writers, teachers, translators, psychologists, designers, anthropologists, problem solvers and strategists, all rolled into one. But the one common element they all live and work by is the pursuit of the universal, but often hidden element – truth.
The company at its crux takes ideas worth telling, and uncovers the truth and the meaning within these to create an Epipheo – an epiphany video. These are ideas that cut through – plucking away jargon and rhetoric, and transforming esoteric concepts into deceptively universal language through a process of laboured ideating, refining, storyboarding, and producing.
Gott’s compelling Creative Mornings talk really roused the attention of my inner creative nomad. He asserts that in an age where many creative vocations barely fall within the traditional definitions of a ‘job’, we should keep scouring for our own personal truths, believing in whatever direction this takes us in.
Gott explores with gusto his own search for truth and meaning both within his work and his life, and makes valuable sense of the fact that often the most creatively insightful people are simply the ones who have seen and experienced the most:
"One of the things that makes Epipheo successful is that none of us know what we're doing. I didn't go to school for marketing, advertising, video production; I have no idea what I'm doing. I don't know how you're supposed to do this.
I don't know how marketing is done. That's not false humility, I'm being serious. I don't know how this is supposed to work. All I know is that I want to communicate meaning in this world, and I'm gonna figure it out as I go.
But for so many of our clients, they've been programmed; this is the way you do things, this is how you talk about things, this is how you communicate things. And that force of habit, I think prevents them from seeing the opportunity to communicate something really meaningful; some truth that's bigger than what they've ever communicated before."
I could stand to learn a lot from Gott and Epipheo’s lofty ambitions. Nothing in work, or life is linear. It’s merely a story that is perpetually in a state of flux. Discovering the meaning and importance in each and every one of those stories however, is a game of trial and error:
"Life as we know it is the story that we tell each and every single day, as we reveal our most important truths to the people who matter most to us.
I believe firmly that everyone, all of us, are going to end up somewhere. Very few of us will end up there on purpose.
Life is an improvisation."
That’s a truth worth some merit.