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The Immortal Awards

Dead Clever Creativity: Mike McGee

The Immortal Awards juror and co-founder of Framestore takes us on a trip to Barcelona…

Dead Clever Creativity: Mike McGee

In the run up to this year's Immortal Awards, each of our inaugural jurors has taken the time to identify a form of creativity outside of the ad sphere that they deem 'dead clever'.

They've all selected a super smart creative idea that they believe will live forever and next up in the series is Mike McGee, co-founder and CCO of Framestore, who marvels at Gaudi’s unfinished masterpiece…



La Sagrada Familia (Antoni Gaudi)



As someone who has grown up in a world with an unquenchable thirst for faster communications and immediate gratification, I have chosen a piece of design and craft that is still very much a work in process - even after 136 years of production.

'Don't worry, my client isn't in a hurry', said Antoni Gaudi of La Sagrada Familia, his innovative architectural masterpiece in Barcelona, in the belief that God has the time to wait (and knowing also that his ambitious project would not be completed in his lifetime). Gaudi's designs and complex structural systems were developed through a series of intricate miniature models, and an invented system of strings and weights suspended from a plan of the temple on the ceiling.

From this inverted model, Gaudi - half engineer, half architect - devised his array of angles, columns, vaults and arches. He preferred to visualise his concepts through atmospheric illustrations rather than technical drawings and viewed the construction process as the collective work of generations.

Recently, computer technology and modern building techniques have helped to hasten production, with an estimated completion date of 2028. I remember my first encounter with this magnificent design edifice over 25 years ago, experiencing everything we strive to achieve with digital content today: total immersion, emotional connectivity, and stunning visual brilliance. Get there if you can, you will not be disappointed.


Mike McGee will be judging this year's The Immortal Awards. The September 3rd deadline is fast approaching so all Little Black Book members should head over to the submissions page to submit their best work. If you aren't a member of Little Black Book yet, then you can subscribe here.

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