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#CEawards17: CreateFuture winners interview

CreateFuture won 2017's Creative Edinburgh Commercial Award. Here, the creative strategic agency's Co-Founder Nathan Fulwood talks us through their thoughts on creativity, collaboration and their plans for the future. #CEawards17 photography by Clark James.

The Sun Microsystems founder Bill Joy famously said "No matter who you are, most of the smartest people will work for someone else." The epithet became known as Joy's Law.

At CreateFuture, we believe the same is true of creativity.

Collaboration is key to the work we do at CreateFuture. When working on clients' challenges, we didn't want to be restricted by the talent that we had only under our roof. We wanted to be able to build teams of smart, passionate, creative people, from wherever they are in the world.

We haven't had to look far. In our first 18 months we've brought together amazing illustrators, writers, animators, designers, videographers and creative thinkers from Edinburgh, to work on projects for Penguin Books, Expedia, Prudential, the BBC and a host of others, across the UK, Europe and the US.

Edinburgh's creative community has been essential in bringing our vision for faster, more collaborative and fun marketing to life. So it was a real honour to be recognised with the Commercial Award from a family that we are very proud to be a part of.

We were gutted not to be able to attend the awards in person, but it was fitting that one of our longest standing creative collaborators and friends, Denis Mallon, was able to collect the award on our behalf.

We recently moved into new studios in Leith. We're hoping to add to our team, so that we can take on bigger, more diverse brand, innovation and communication projects. We're developing our design toolkit all the time, and sharing our processes back to the design community through free workshops and video content.

And we'll continue to actively seek out collaboration opportunities with Edinburgh's awesome artists and thinkers, because whatever size we grow to, the most creative people will always work somewhere else.

Follow CreateFuture's journey via their website, Twitter and YouTube channels.

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