After debriefing, we came together and shared our collective insights, which centered on three core principles for producing high-quality work: creative courage, continuous making, and the essential role of joy and play. Here are the key takeaways we wanted to share with you.

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Takeaway 1: Trusting Our Unique Process & Embracing Risk

The first and perhaps most powerful theme we uncovered was the absolute necessity of creative courage. Across the team, the overlapping reflections highlighted that developing a unique voice requires a willingness to trust our instincts and embrace risk.

The foundation for this courage is internal conviction. We learned that there is truly "no single formula" for effective creative work, the best results come from trusting your unique process and being "honest and genuine to your own creative style." We realised that this style is deeply personal to our individual backgrounds and is unique. A fascinating talk highlighted how an individual's personal environment and background are crucial for developing an original, unique creative voice. This conviction then gives you the license to take bigger leaps, exemplified by a similar talk that explored the concept of the "fake it till you make it" attitude which embraces the mindset of taking a "big risk, went for it anyway, and pulled it off beautifully."

Crucially, however, this courage isn't about aiming for immediate global impact. We were collectively reminded to mitigate self-crippling expectations "Your work doesn't have to change the world... Do it to solve one specific problem you’re facing or quite frankly, for yourself." By focusing on the immediate task rather than the pressure of going viral, we allow authentic, courageous work to simply happen.

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Takeaway 3: Creating & Sharing is Imperative for Growth

After finding our courage and embracing play, the final, crucial step is action. To see growth, it demands consistent, uninhibited creation, followed by a willingness to seek and process feedback.

The core practical takeaway is to move beyond theory and get hands-on by simply "making stuff." This centers on a conscious effort toward continuous iteration, as "it's only by making stuff you’re really iterating on your stories." This mindset prioritises volume over immediate perfection. We were reminded that "most people's first work is arguably quite bad," but the solution is persistence "[to] keep going and to keep learning" until the work aligns with the vision. Continuous sharing of work within the creative community is crucial for improvement.

This process demands sophisticated listening, where we focus not on the critic's specific notes, but on the underlying experience of the person giving the feedback to "get a feel for what doesn't feel right to them, and find a solution to address that first." 

Finally, to sustain this growth, documentation is key. Tools like journaling sketches and embracing digital sketchbooks serve as practical ways to capture ideas, spark new concepts, and prevent creative ruts.

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Final Reflections

InMotion 2025 was a phenomenal day for the Buff team. We’ve come away feeling recharged, inspired, and armed with a clearer roadmap for taking creative risks and building even greater work together.

If you’re looking for a partner who prioritises strategic impact over simple execution, let’s talk.

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Key Highlights & FAQs

How does "creative play" improve the quality of client campaigns?

Engaging in play and experimentation outside of active projects is essential for preventing burnout and keeping ideas fresh. This "creative fuel" allows a studio to bring a more innovative perspective to client briefs. By embracing "happy accidents" during the design process, teams can discover unique visual solutions that a rigid, formulaic approach would miss.

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Why is it important for a motion studio to have "non-negotiable" design principles?

Clear, guiding principles ensure that every idea remains coherent and high-quality, regardless of the project's scale. Defining these "rules" helps a studio maintain a consistent creative voice and provides a framework for taking strategic risks. For clients, this means the work is always grounded in a solid strategy rather than just following fleeting design trends.

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What should creative teams focus on when presenting motion ideas to clients?

Instead of focusing solely on the technical execution or "how" something is made, teams should emphasize the emotional and functional impact of the motion. Motion is a powerful tool for delivering specific feelings and reinforcing brand identity. Presentations are most effective when they explain why a certain movement style or pace is the best way to solve a specific problem or connect with the audience.

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