Radical by Design

DAZZLE SHIP™ is a design-driven creative studio producing films, experiences and multi-platform campaigns.

We work in partnership with clients across TV, gaming, esports, sports, technology, music and charitable causes.


100 years ago ‘Dazzle Ships’ used a form of camouflage that challenged the enemies sense of perception to avoid conflict.

Science tells us that shifts in perception disrupt our brains habitual patterns and unleash new perspectives.

We help people introduce new concepts into the world using a mixture of storytelling, animation, design and radical creativity.

3/3 – GAIN Fresh Perceptions

So by now we’ve figured out where our all habitual patterns are. By identifying them and withholding judgements we became open to a new world of diverse perspectives. With this new found information we are ready to look at the world through a fresh set of eyes.

“Creativity is seeing what everyone else has seen, and thinking what no one else has thought.” Einstein

This is the peniultimate point – perception is key to everything. On our journey of radical creativity and enhanced imagination, everything stems from perception. Perception is a combination of vision, past experience and our particular point of view. By hacking these interpretations we achieve new mental impressions.

Quite often in the creative industry the challenges we face are not new, they have all been seen before, and often in the same way by multiple people. The switch comes from how you percieve this challenge differently to everyone else. It’s about creating a new frame of reference for an old image.

By fighting habits, withholding judgements, seeking new experiences, and immersing in diversity it is possible to see with old problems with fresh eyes.


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Lex Johnson

Director, designer of Dazzle Ship. A documentor of culture using animation, tech and stories since 2001. Passionate about perspectives.
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