LOS YORK Celebrates Courage in New Book

A drive to pursue

The multidisciplinary creative studio LOS YORK continues its tradition of venturing into uncharted territory with the release of COURAGE, a richly illustrated book showcasing 292 pages of their latest daring and innovative work. Weighing nearly 5 lbs and measuring 14 inches by 9.5 inches with a thickness of almost two inches, COURAGE presents a comprehensive look at their projects from concept to completion. The book features a diverse range of work, including brand projects, design, motion graphics, CGI, and live action for clients such as Under Armour, Motorola, Logitech, Hennessey, and the Minnesota Twins, among others. The publication also highlights the studio’s experiments with AI, embodying what they refer to as 'Creative Courage.'

“In navigating challenging projects where exceptional work often faces premature endings, we discovered an important insight,” said LOS YORK Executive Creative Director Scott Hidinger. “Creativity flourishes when you're collaborating closely with someone who shares your drive to pursue the boldest and most daring ideas. We term this ‘Creative Courage.’”

“This book offers a visual journey through our completed projects, their development stages, and, importantly, the ideas that didn’t make it,” said LOS YORK Managing Director Melina Osornio-Andrade. “For us, courage means openly embracing and sharing your truth. It’s about undertaking endeavors that evoke a significant amount of fear, knowing that true growth lies beyond that fear.”

LOS YORK Founder and Chief Catalyst Officer Seth Epstein explained that COURAGE was inspired by the landmark 1999 publication BAREBACK A TOMATO PROJECT, a similarly expansive and impressive collection from the renowned London-based art collective and design studio Tomato. Tomato’s influential work in the '90s spanned projects for brands such as Chanel, Channel 4, Microsoft, Mute Records, Sony, Samsung, Nokia, Nike, Renault, and Royal Mail.

A future vision

“COURAGE isn’t just a retrospective on LOS YORK’s past; it represents a beacon for our future,” Seth said. “I hope it motivates others to push their limits and inspire their teams to exceed expectations. It’s about advocating for courageous ideas, not just adopting a ‘let’s go for it’ attitude. Build a compelling case for your ideas, then step aside and watch them inspire others.”

“At LOS YORK,” Scott added, “we’ve found that when we’re deeply engaged in creating something exciting and feel we're venturing into new, uncharted, or more daring territory than required, we become energized and motivated. It turns out, we’re all on a daily quest for that creative thrill.”