Form From Less is Embracing Simplicity

Manon Dave wears a lot of creative and professional hats, always with the aim of “pushing boundaries in creativity, technology, and the ways we experience the world,” in his own words. He developed transformative AI-driven experiences across industries like music, fashion, tech, and more, collaborating with industry giants like Google, LVMH, and Apple. Alongside successful business ventures, Manon is committed to helping make lasting change through education – he’s an ambassador of  A.R. Rahman’s KM Music Conservatory in India and has also launched a scholarship with Royal College of Music in memory of his daughter, Maia.

Last year, Manon added another section to his already storied CV: the launch of a new creative technology agency, in collaboration with the actor, musician, and entrepreneur Idris Elba. The agency is designed to live at the intersection of art, design, engineering, and product development with its name, Form From Less, also serving as the guiding philosophy alongside a three-step process – Anchor, Craft, and Transform – to help  develop ideas from core insight to impactful experiences.

Together with Idris, Manon believes that what the market needs today is more purpose-driven innovation, necessarily rooted in simplicity, to address the challenge of reaching more mature audiences. 

LBB sat down with Manon to learn more about the new agency; how it’s going to address a critical market gap of integrating innovation within culture; and how the ‘Anchor, Craft, and Transform’ process will ensure that every project the agency has a hand in is meaningfully purpose-driven. 

LBB> Manon, you have a pretty storied career to date. Can you please give our readers a short rundown of your career and expertise? 

Manon> I've had the privilege of developing transformative AI-driven experiences that bridge multiple industries, from music to fashion, tech, and beyond. I've worked with collaborators like will.i.am, Idris Elba, Google, LVMH, and Apple, all of whom share my passion for innovation and creativity. But it is not just about high-profile collaborations. 

Some of my proudest moments come from an altruistic or human side of my work. I have always believed that education is a key part of creating lasting change, which is why I’m proud to be an ambassador for A.R. Rahman’s KM Music Conservatory in India –  an institution offering a range of courses in Hindustani and Western classical music and music technology. I’ve also launched a scholarship at the Royal College of Music in memory of my daughter, Maia, to empower young women to pursue careers in music and technology.

Recently, I worked with Framestore and Che Lingo to produce original music and visuals for the Refugee Olympic Team. It was yet again a profound reminder of how creativity and technology can tell powerful stories and bring attention to important causes.

LBB> How did the idea for your agency, Form From Less, first come about? And when did your co-founder, Idris Elba, come on board? 

Manon> As co-founders, the vision for Form From Less emerged from our shared desire to create an agency that seamlessly blends art, technology, and culture. We envisioned using cutting-edge tools to craft products and experiences that connect deeply on an emotional level. By drawing on our diverse backgrounds, we identified an opportunity to simplify the complexities often associated with innovation and make it more accessible and impactful.

LBB> Why did you decide to start your own agency – what kind of market niche are you addressing? 

Manon> Form From Less was founded to fill a critical gap: the lack of agencies operating at the intersection of cutting-edge technology and cultural integration. We were fuelled by our passion for crafting meaningful and culturally-relevant stories and campaigns, and we identified an opportunity to bridge this disconnect. While many brands aim to leverage innovative technologies or create unique campaigns, the collaborative framework to bring these visions to life is often missing. That’s where we come in – bridging the gap between innovation and cultural resonance.

LBB> As well as the name of the agency, ‘Form from less’ is going to serve as the agency’s philosophy. Can you expand on how it’s going to guide you, how you grow, and the kind of work that you’ll do? 

Manon> Idris and I come from similarly vibrant, working-class, immigrant communities in London, and we know first-hand how hard it can be for people like us to access opportunities and break into the creative space. There is so much talent and untapped potential in these communities, and essentially, we just want to try and help close that opportunity gap. So really Form From Less is inspired by that; making the most of what you have and relying on skills, imagination and tools to create something special from seemingly nothing – this philosophy is at the heart of all of our projects.

LBB> What are your capabilities and how do you plan to grow and scale these? 

Manon> In Form From Less, Idris and I have combined our expertise in art, product development, engineering, and design.

Our capabilities lie in our deep understanding of these fields and our ability to merge them in innovative ways. We are constantly expanding our knowledge and expertise through continuous learning and new collaborations. In today’s rapidly-evolving digital landscape, scaling and expanding capabilities is achievable when you move in sync with society – or even ahead of it.

Our determination and expertise enable us to create unique products that not only address present needs but are also adaptable for the future. This approach ensures our continued growth and relevance in a constantly-changing world

LBB> What is the ‘Anchor, Craft, and Transform’ process and what are its applications?

Manon> The ‘Anchor, Craft, and Transform’ process is a strategic framework used by Form From Less to guide the development of every project. The process can be applied across various industries, whether developing a new AI experience, designing an innovative product, or launching a transformative brand campaign, this process ensures that every project is purpose-driven, creatively crafted, and capable of evolving to meet the needs of its audience.

This process consists of three essential phases: 

• Anchor: this is where the team anchors a project to its core insight, ensuring each idea is rooted in what makes the project unique, valuable, and purposeful. By establishing a clear foundational understanding at the outset, Form From Less ensures that all subsequent design and development efforts are tied to this, helping to focus the team’s energy on what matters most. 

• Craft: in this phase, design and technology is seamlessly integrated to amplify the core idea. Every element of the project is meticulously considered to create an experience that feels both effortless and profoundly impactful. 

• Transform: the final phase where every decision is made with the intent of creating an experience that not only captivates the audience but also evolves with them over time. 

LBB> Launching a product is a small part of the equation – keeping it relevant and engaging post-launch is arguably more important. How does this idea figure into what you want to do with Form From Less? 

Manon> Through continuous feedback loops in our ‘transform’ phase, all projects will adapt to stay relevant and maintain their resonance in a fast-changing digital landscape. Additionally, the solutions we are working on at Form from Less are not just innovation for the sake of it, they’re about people and society, so we don’t think of how these play to trends. When uplifting communities is what’s at the centre of what you do, passion and engagement are built-in. 

LBB> What else do you see as the main challenges that brands are facing today? How will you help to provide solutions? 

Manon> The market is exploding with news about innovation and AI, and we are reaching a point of oversaturation, where fatigue is starting to set in. That is why purpose-driven innovation, rooted in simplicity, is more important than ever – it helps cut through the noise and truly resonate.

The main challenge lies in adapting to a more mature and conscientious audience. Consumers are demanding deeper connections with products and brands, caring not just about what they offer but what they stand for. Brands are struggling to find authentic ways to communicate with their customers. Compounding this issue is the lack of a multi-branded agency led by a diverse team, capable of bridging this gap in a meaningful and inclusive way.

LBB> Who do you envision is the perfect client(s) for your agency?

Manon> The perfect brand to work with? Any brand that is committed to building cutting-edge products and consumer experiences tailored for diverse audiences. Our goal is to help establish culturally rich and meaningful roots for brands, creating connections that truly resonate with their audience.

LBB> What do the next 12 months look like for you?

Manon> Over the next 12 months, my focus will be on amplifying the Form From Less philosophy and getting it into the minds of people by showcasing how leveraging cutting-edge technology such as generative AI can create world-class products and experiences. 2025 will be about solidifying our approach and making a meaningful impact through purposeful innovation.