david hieatt

The Future was on U-Matic.


 A company’s first piece of work shows its intent.

It shows whether it’s going to make a dink in the universe or not.

When I started at Saatchi and Saatchi in 1987, I found a U-Matic with ‘Desk Lamps’ written on it in a pile of other U-Matics.

(U-Matic was like a big sized VHS tape)

When I first watched it, I just couldn’t take my eyes off of it.

I knew at that moment that this company would go on and change their industry.

Over the next decade I must have watched it hundreds upon hundreds of times, never tiring of it.

The company was an independent animation studio called Pixar that had just started in 1986. And the film was a computer-animated short film that lasted 2 and half minutes including credits.

It was just a small hopping desk lamp.

But it showed what they were capable of doing.

It showed their intent.

It said ‘we are here to make a dink.’




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I think this is a really interesting post. It is easy to get so engrossed in the technology that we forget about real life.

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