Mirror Culture, Response #2

The second response to our ‘Mirror Culture’ statement from Services Unknown comes from friend and Radio Presenter Timi Ben-Edigbe.

The concept of Mirror Culture, and overcoming its impact and influence on the creative sphere – to me – is a question of your willingness to be exposed to opposing views, tolerate them, engage with them, and see the value maintaining this attitude. 

I for one for many years have made a conscious decision to not partake in the culture of ‘Social Media Spring Cleaning’ – the act of removing people you’ve decided aren’t “Cool” anymore, or whos broader opinions and ideals you disagree with. Reason being, I personally still see value in the opinions I disagree with and the value of maintaining those relations – if only online.

I make a conscious effort to try to not be in the echo chamber. To not disregard what I don’t like, but to allow those influences to give me a greater understanding of what a broader demographic of people are thinking – particularly from my own generation – and thus making me better informed to engage them; and people in general just by maintaining digital social connections.

Also, making events like Brexit less of a shocker as you’re more in tune with the movements of mass culture, because your social feed or your media consumption better reflects mass or mainstream consciousness, in turn informing social and creative output with more dimensions.

A large aspect of the concept of creativity is problem solving. ‘How do I express this idea or stick to this brief while keeping my creative integrity intact?’ Or, ‘I don’t like the that, how do I communicate this emotion through a creative medium?’ Or, ‘I do like that, so how do I recreate the elements I like in my own distinct style?’. These circumstances are what stimulate that “creative juice” – and it is that area of the brain that we rely on to deliver those new and exciting idea’s.


In short, implementing a more open minded approach towards media consumption and conversation should enable you – and the products of your creativity – to reflect your broader consciousness. Stay connected with the people you’ve met; even if you don’t like what they have to say. And avoid dismissing or disregarding the opinions of the new people you meet; even if you don’t like what they have to say and engage with opposing idea’s.

Implementing this approach can deliver both positive and progressive results, while also reducing the risk of rendering yourself and your creative practices a mere reflection of your immediate social surroundings – which can be positive, but isn’t progressive.

SERVICES UNKNOWN is an open-ended SUPERIMPOSE project that facilitates new ideas, discussion, events and product.

Submission of new ideas to hello@superimpose.global



The British Fashion Council (BFC) has appointed London and LA-based agency, Superimpose, as its new creative and strategic partner.


Last week we sat down with Business of Fashion to discuss the future of Fashion Weeks, shift media landscapes and how we plan to change the future of LFW communication.

“A lot of people treat shoes like a kind of currency. They buy them and treat them like Beanie Babies”


Creative Review selects Superimpose as a ‘Studio of the year’ for The Annual 2019.

Creative agency Superimpose has teamed up with Adidas Originals for a new campaign with Transport for London (TFL).

What is the future of creativity?

Read our new series created for D&AD.

Zalando is not just experimenting with an eye-catching virtual aesthetic, but is making hype culture accessible to all.

Stay up to date with our latest work and experiments through @SUPERIMPOSE.GLOBAL 📲

A celebration of real London moments, showcasing the people, places and performances which make the city what it is.

Highsnobiety came by the new (now old) studio to talk about how rejecting being labelled simply an ‘advertising’ agency.


20 minutes spare? Watch our #NICERTUESDAYS lecture with It’s Nice That.

Creativity never stops. It runs restlessly, relentlessly, chasing ideas, dreams, hopes.

Our full #SERVICESUNKNOWN x Browns capsule collection is dropping very soon.

Glimpse a teaser of whats to come here.

Service Unknown
Service Unknown

Everyone’s in the same place, moving at the same pace. Read as we sit down to discuss our #SERVICESUNKOWN article ‘Mirror Culture

Service Unknown