 My name is Peter Frankfurt. I'm one of the co-founders of Imaginary Forces and I act as the executive creative director. Since we formed the company we've always called ourselves a conceptual design studio. Coming up with ideas, figuring out how to express those ideas through the lens of design and then putting them out there into the world. The meaning of Imaginary Forces is what you wanted to mean. The source of the name is from the prologue to Henry V by Shakespeare. The narrator of this play comes out and asks you to imagine this humble stage on which your imaginary forces work. So with the audience and the playwright and all the actors you are imagining the great battlefield and these vast landscapes on the stage. And so it's like this really neat collaboration between audience and content and the makers. We've had the good fortune to work on some fantastic projects. Creating title sequences, trailers, directed commercials, brand films. At any given day the medium can change. When people see the title sequence to Mad Men they'll say, oh I love that. I don't skip through that. Or title sequence to seven. Title sequence for stranger things. Every one of those had probably major obstacles at some point. Every day something happens because we're creating. But what else are we going to do? It's too much fun and it just gets you out of bed every morning. I mean that's really exciting. We'll figure it out as we go along. How do we take this vast idea and break it down into something that is really memorable and digestible? The studio has so many different moving parts and there's this amazing collaborative effort. Everybody's sort of like this pirate slash and we come together and we really look at what each project means. Sometimes it needs 3D, sometimes it needs stop motion. I think one of the things that I'm personally most proud of is being the foster in an environment and a way of working where it's pretty flat, it's not hideously hierarchical. And we're very fluid in that way. It's about respect, it's about challenging each other, it's about being okay, making mistakes. My general responsibility is to sort of point the ship in the right direction and I just try to get out of the way. The clearest evidence of impact is that we're still here doing this every day and that we're winning this award and others. And people are still talking about the work that we do. Winning the National Design Award has been an amazing, amazing achievement for imaginary forces. We've worked with some past winners and we recognize it as a really decisive honor. And to be recognized for what we love to do is a positive impact to design. That was a highlight this year for sure.