[ How to Change the World ]

R E A L A R T | T H E 1 2 A B S O L U T E SR E A L A R T . C O M

We build wonder.People who wonder have the power to

change the world. Because they dream.

They are inherently curious. They want

to discover everything, and then push at

the bounds of what’s possible to make

everything better. They are inventors of

astonishing things. They are us.

We do things differently here at Real Art.

We’re all makers. Each of us have unique

strengths and skills. From crafting nuanced

beauty to developing new technology to

fabricating physical inventions, we each

play important roles. But we are strongest

together. Collectively, that’s how we awe.

These absolutes are what have guided

us through the years, allowing us to dream

big and build wonder in spectacular ways.

T H I S I S W H A T W E B E L I E V E I N .

And this is how we do it.R E A L A R T | T H E 1 2 A B S O L U T E S

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Dream Big[ Shoot it to the moon ] 4

Be Curious[ Curiosity makes you smarter ] 1 0

Be Fearless[ Be daring and screw convention ] 1 4

See the Future[ Obsess with the next ] 1 8

Play[ Have some damn fun ] 2 4

Tribe Together[ Be true to the crew ] 2 8

Show Character[ Do whatever’s right ] 3 0

Be a Muse[ Seek something and share something ] 3 4

Make[ Do-it-yourself ] 4 0

Work[ Do what you say and finish what you start ] 4 4

Hustle[ Speed limitless ] 4 6

Initiate[ Go do it ] 5 0

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We challenge the impossible. We

push ideas further and make things

way, way,

cooler.

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Shoot it to the moon.

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That’s how big dreamers dream.With extraordinary creativity and

vivid imagination, dreamers never

run out of ideas.

1 [ Dreamer ]C R E A T I V I T Y

Whether it’s inventing something

never-seen-before or warping

a familiar oldie with a new twist,

dreamers are always coming

up with unique and fantastically

imagined concepts. “Wouldn’t it be

cool if…” that’s the dreamers motto.

Sure, they may reside a little head-

above-the-clouds. But roaming

amongst out-of-this-world notions

is what we’ve always done, and

it’s important to what we do. The

dreamer’s contribution is what takes

concepts from good to extra great,

injecting doses of delight, play, and

beauty. Made you look, huh? That

head-turning quality—the “wow”

factor—that’s the unmistakable mark

of a dreamer’s remarkable imprint.

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U P T H E A N T E

The only thing better than

one dreamer is two dreamers.

Or a whole team of them.

Something powerful happens

when our dreamers get together.

A competitiveness comes out, a

volley of playful one-upmanship

that advances idea-making to

an extreme new level. An original

notion is born, gets tossed about,

added to, and escalated in ways

no single person might have

ever conceived. Team dreaming

ups the ante.

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Curiosity didn’t

kill the cat.

It made it

smarter.1 1

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2 [ Curious ]W O N D E R

Want to sense wonder? Look around;

be very curious. Every single thing

in this world has the possibility to

astound under an investigative

eye. Those who are curious are

most excited by things unknown,

deeply inquisitive about how things

work, why they were made, and

who created them. Curiosity is what

keeps us interested, and interesting.

It overpowers the mundane, and

causes us to discover incredible

things every single day.

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L E A R N I N G

Every moment of curiosity is an

opportunity to learn. Investigation

leads to understanding, and that

translates into knowledge. With

an innate desire to constantly

be grasping something new,

those who pursue interesting

things are always expanding

skills and capabilities, constantly

opening up whole new ways of

thinking. The inherently curious are

the smartest cats here—they are

studying and learning all the time.

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Be daring and screw convention. Convention is pretty

fucking boring. Besides, if you were aspiring to middle-of-

the-road, you wouldn’t be here. Truth be told, we may not

be entirely sane at times. But that’s exactly what fearlessness

is all about: embracing insanity and boldly going there.

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3 [ Fearless ]D A R I N G

Those who have no fear know

no bounds, and faced with a

choice, it is unfailingly the more

irrational mindset that wins. That’s

right, chuck realism and reason

right out the window. Just make

the most amazing thing ever.

C O N V I C T I O N

Amazing things happen with

complete conviction. The fearless

are driven by impressive amounts

of confidence and the certainty

that absolutely anything is possible.

No fear of failure; it won’t happen,

not a chance. This isn’t bravado,

it’s reality. We’ve done enough of

these “impossible” kinds of projects

to have eliminated all doubt.

Obsess

with the

next.

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D I G E R A T I

Futurists are the technological

elite. They are digerati, obsessed

with discovering new and better

ways to build things. They are

infatuated by digital, cyber space,

and science. Curiosity and learning

are innate: needed for analyzing,

understanding, mastering, and

manipulating. With a hankering for

bending and breaking rules, they

are always experimenting and

iterating. For a futurist, whatever’s

next is always more spectacular

than what came before.

4 [ Futurist ]

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V I S I O N A R Y

Eyes ahead, oracles of what’s

next. Futurists are also visionaries,

obsessed with all things that

can change the world and affect

the ways we will live. Like new

technologies, next-generation

products, and transformational

societal concepts. They are called

upon to help make decisions,

solve problems, and identify

opportunities for experimentation.

They are highly idealistic, with

a special skill for exposing whole

new ranges of possibility.

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P O S I T I V I T Y

Positivity is contagious. The player

has a good attitude and is happy

with life, welcoming every challenge

as an opportunity. With a “can-do”

mentality, they’re reliably open to

change and relaxed enough to take

risks. They keep everyone here

enthused and amused.

H A V I N G F U N

Having fun is core to who we are

and what we’re about. The player

isn’t afraid to be outrageous. Build

that potato launcher, organize

a scavenger hunt, orchestrate an

afternoon of shopping cart jousting—

these are exactly the kind of absurd

interactions we love around here.

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It’s fun and inspiring for us, but

also important for the kind of

work we create for clients. We

believe that audiences relate

to playful interactions at a deeper

level, leading to stronger, more

authentic experiences. That’s why

we’re so committed to causing that

unique moment of joy, sharing that

sense of delight, and weaving in

artful storytelling. Forget about

acting like an adult. Let loose and

let your inner player have some

damn fun.

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Devotion to the notion. Believe in the people around

you and love the work you do.

True to the crew.

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True to the crew.

6 [ Tribe ]C A M A R A D E R I E

You’d think we were dear old

friends. Well, a lot of us are.

There’s something really cool

about this kind of camaraderie,

it’s built on sincere respect

and admiration. And we seek

out and welcome others who

inspire and challenges us.

So, basically, we all get along

like gangbusters.

A L L E G I A N C E

‘Got your back’ means allegiance

to each other, our ideals, and our

work. It’s staunchly supporting

those around you, helping

if help is needed, and being

a valiant advocate of others.

We must support each other,

because we are better and

stronger together.

Whatever’s

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Do that.

7 [ Character ]I N T E G R I T Y

Having character is doing the right

thing, especially when no one’s

watching. That shows real integrity.

Always be truthful and trustworthy,

no matter what.

A U T H E N T I C

When we say we’re in the

business of making things never-

seen-before, we mean it. That’s

a promise of authenticity and

originality. We don’t copy other

people’s ideas and we don’t do

the same thing twice. We do it

all ourselves. You can’t outsource

these kinds of concepts. What

we dream, we really do.

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T R U E T O P U R P O S E

Trust us. Everything is for a reason.

We don’t make spectacles without

a purpose, that would be selfish.

Everything we do supports a client’s

needs and goals.

H U M I L I T Y

Awe, shucks. Gee thanks. Glory

and accolades are nice, but it’s not

why we do the work. Humility and

modesty are traits we embrace.

SEEK SOMETHING. SHARE SOMETHING.

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8 [ Muse ]C O O L - H U N T E R

The muse is hard-wired to seek out

everything awesome. Practicing

cool-hunting as a lifestyle, they

are on a ceaseless quest for

inspirational gems, generously

sharing with everyone around them.

“Hey, check this out,” says the muse.

They’re social and indiscriminate,

passing along knowledge of

design, style, trends, technology,

products, culture, videos, games,

articles, books, and more. The muse

is both a teacher and a catalyst,

enlightening everyone around them.

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E X T R A C U R R I C U L A R

There’s more to life than the nine-

to-five, and the muse makes the

most of every spare minute. Their

creative and noble extracurricular

activities make us crazy proud.

From teaching and mentoring

to philanthropy and volunteering,

being entrepreneurial, serving

on committees and boards, and

undertaking all kinds of personal

passion projects. They promote

our beliefs and values in every

way, and by their good example,

we are all inspired to be better.

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Forceof

C R E A T O R

We are makers in the most real

way—it’s the very nucleus of our

culture. Between everyone here

we have the talent to be creators

of absolutely anything. No matter

how extreme the idea, in fact, the

more original, the better. These

things might be gigantic or very

small. They might be connected,

or physical, or interactive. Who

knows what we’ll think of next.

The common thread is that they

are brought to life right here by

own hands. Extreme brainpower

and self-reliance required, this

is DIY to the core.

9 [ Maker ]

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H A C K E R

Sometimes you need to break

things to make them better. Crack

them completely wide open in

order to figure out how they act

the way they do. Makers are

hacking, rapidly prototyping,

experimenting, and adapting:

exploring limits in order to

invent ingenious new ways.

C R A F T

Love the craft by being a beautiful

perfectionist, executing every

piece and pixel “just so.” Across

every aspect and down to the

most miniscule of details, nothing

escapes the maker’s vigilance.

Whether handmade, built,

printed, or programmed, they

seek excellence and surpass it.

Do what you say. Finish what you start.Great things don’t

come easy. You’ve

got to work it.

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10 [ Hard Work ]C O M M I T M E N T

Do what you say. Whether it’s

delivering on a promise or honoring

an obligation to the person next to

you, every commitment is resolute.

E N D U R A N C E

Finish what you start. Even when the

destination is far away, hard workers

sustain impressive endurance and

enthusiasm through to the very end.

D I L I G E N C E

Put some elbow into it. Choose

greatness, which means pursuing

paths of resistance and then doing

whatever it takes to get the job

done. The hard worker has the

diligence and strength to obliterate

any obstacle in their way.

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LimitlessThe hustler doesn’t wait around.

M O M E N T U M

Hustle while it’s hot, because

momentum keeps us invigorated.

The hustler jumps into action

immediately, advancing at high

speeds, making great strides,

and effortlessly leaping bounds.

They are the protectors of great

ideas by never letting them

get stale. When the wheels are

spinning, it’s time to peel out.

11 [ Hustle ]

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P R O G R E S S

On this technological super-

highway, speed and agility will

take you far. The hustler isn’t just

in the pack, they’re in front of

it. Blink and they’ve got a beta

developed and testing underway.

This is a fast-changing world we

live in, with new things emerging

every day. And our hustlers really,

really like to be in the lead.

When you’re this passionate

you don’t need permission.

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S E L F - S T A R T I N G A N D P R O V O K I N G

Without being asked to, the initiator

fiercely pursues their interests,

relentlessly pushing until concept

becomes reality. Always at the

genesis of new things, they are

entrepreneurs and originators of

so many great ideas and causes.

They are also a fierce provoker

and leader of the pack. Being a

selfless and ardent champion of

other people and projects as much

as their own, the initiator incites and

empowers others to grow, grab their

own reigns, and take ownership.

Making something out of nothing

is their specialty. Waiting around for

permission is not. (Come to think of it,

did anyone say you could do that?)

Who cares. Screw it.

12 [ Initiator ]

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Close this book right now.A N D G O M A K E S H I T H A P P E N .

[ How to Change the World ]

R E A L A R T | T H E 1 2 A B S O L U T E SR E A L A R T . C O M