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SIDLEE COLLECTIVE BOOTCAMP | 2011 136

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SID LEE COLLECTIVE BOOTCAMP 2011 For the next ten days, eight creative talents, who were selected following a recruitment campaign last March, will live and breathe the Sid Lee creative process as they dream up new brand experiences for Fatboy®. They will get coaching by industry experts throughout the process. Bunkering down in a former industrial work space completely transformed into an indoor camp for the occasion, our eight campers will spend 240 intense hours imagining the future of the Fatboy® brand. This novel approach encourages the creatives to reject all boundaries and fully immerse themselves in an imaginative, multidisciplinary universe. "We're looking to create an experience that takes collaboration and creativity to a new level, à la Sid Lee and à la Montreal, and we're thrilled that Fatboy® was up for the experiment," says Hélène Godin, Executive Creative Director and partner at Sid Lee. The campers Hailing from various countries across the globe, our eight campers come armed with deadly portfolios covering multiple disciplines. Boot Camp Instructor Kristoffer Ekman, Specialist in digital experiences at the Sid Lee Amsterdam workshop, is supervising them. The participants will be asked to give life to innovative ideas, no holds barred, in the following fields: architecture, graphic design, industrial design, environmental design, advertising and creative technology. They are: Stéphanie Leboeuf, Canada Ruben Beddeleem, Belgium and Vietnam Bauke Knottnerus, Netherlands Samuel Dolphin, United States Christiane Holzheid, Germany Jonas Johansson, Sweden Albane Guy, France Sanja Devries, Netherlands Sid Lee Collective would like to thank the following: The Sid Lee Collective Boot Camp is a major initiative undertaken in cooperation with three prestigious partners: Fatboy®, Autodesk, and Frame magazine.

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About Sid Lee TV

We are a multidisciplinary creative team of 550 artisans. We work globally for top-tier clients from our Montreal, Amsterdam, Paris, Toronto and Austin ateliers. We are people passionate about embedding brands, products, spaces and services with meaning and resonance.

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