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.

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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.

How do subcultures happen? A lesson in Disco from David Mancuso

David Mancuso’s dream was to create ‘social progress through music’. He successfully brought this to life through his parties at ’The Loft’ in NYC.

The Loft was the party that defined how we party. It spawned an ever-increasing range of electronic music genres, broadly known as EDM, that billions of people dance to all over the world. The way the sound system at The Loft was designed, is now the way we design sound systems in clubs and live venues. The Loft’s influence is difficult to overestimate.
The backdrop to Mancuso’s life was the grit and glamour of NYC in the 70s, but his story is one of an orphan trying to recreate the one place he felt at home and happy.  The loft was his own personal ‘birthday party room’. This was the first place in the world black, white, gay and straight people from all walks of life were all on the same dance floor.
These parties became the birthplace of disco, house, garage and electronic music and culture as we know it. David managed to connect the people of New York in an effort to reconnect to himself, and sparked a movement that changed billions of lives around the globe.
This is a beautiful example of how one persons vision can positively affect change and social progress. Subcultures have the ability to break down the invisible boundaries that separate people.
In this PopTech talk by Matt Mason he argues that todays subcultures are feedback loops based on game mechanics created by corporations.  Social media platforms such as TikTok rely solely on their users becoming addicted via dopamine triggers in the brain. News media run on feelings rather than facts and as as a result we are left feeling more divided than united.
Taking a leaf out of Mancuso’s story it’s interesting to ponder how we can get back to creating ‘dance floors’ whether virtual or real that allow people to connect on a human level.
When we think about what subcultures used to be. They were a key force in creating connection and empathy. By inspiring people around you, you create a positive feedback loop which has potential to grow exponentially.

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DAZZLE SHIP™

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. Powerful stories open us up to new worlds and concepts. Increasing empathy, questioning pre-judgements and forging new connections with each other. DAZZLE SHIP™ is a London based creative studio producing animation, motion graphics, design and original content.
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