Uncommon's co-founder Nils Leonard believes in getting straight to the point: “Stop wangling on about AI, and just do some good work.” His studio is all about moving forward with radical creativity, not endless meetings. If a project goes past three months without making anything, they charge 25% extra – a bold move that underpins their philosophy.

The magic behind this year’s OFFF Festival logo? Germs harvested from the community. It’s a playful yet profound statement on collaboration and identity. Nils values meaning in his work, arguing that true creativity should serve both a purpose and be recognized widely.

Empowerment of teams is key for Nils; he keeps his hands on tools like design and art direction to stay relevant. When faced with clients who say no, Uncommon takes the ‘hell or high water’ approach, doing the work themselves if necessary. For ethics, they won’t touch brands like cigarettes or betting companies. Their moral compass is a founder-led conversation about what’s comfortable.

AI? Nils sees it as an empowering threat, pushing out low-cost, high-speed content and leaving room for genuine creativity. Awards matter to him, serving as validation that his work stands out. But he warns against the trap of merely being ‘pretty and functional’ in design; true value comes from intersecting with fame.