Versus Launches WE ARE with brand film

In a world of endless content, instant gratification and AI-generated everything, creative studio Versus is making a case for slowing down.

Introducing WE ARE, a new 170-page quarterly print publication celebrating creativity, craft and culture through the perspectives of the people shaping them. The inaugural issue, ART AS BRAND, features DEVO frontman Mark Mothersbaugh, actor and comedian Paul Scheer, artist Carlos Gonzalez and creative leaders from Disney and Tennis Channel.

Conceived, designed and produced entirely by Versus, WE ARE is a deliberate departure from the disposable nature of modern content. Published in limited runs of 1,000 complimentary copies, the magazine is designed to be experienced, collected and kept.

More than a publishing initiative, WE ARE reflects the creative culture and community that have shaped Versus throughout its history. Each quarterly issue will explore a different theme, bringing together artists, entertainers, designers and industry leaders to share their perspectives, challenge convention and examine the ideas influencing creative culture.

“The physical presence of a publication feels more important than ever. Something you can hold, spend time with, return to and keep,” said Justin Barnes, executive creative director and co-founding partner of Versus. “For us, there's a value exchange in creativity. If we're asking someone to give us their time and attention, we should respect that by putting just as much care into what we're creating. That feels especially important right now.”

ISSUE 001: ART AS BRAND

The inaugural issue explores the intersection of artistic expression, commercial success and cultural influence, examining how creativity shapes business, how commerce influences art and where the two collide.

In a wide-ranging interview, Mothersbaugh reflects on his multidisciplinary career spanning music, visual art and film, including the experimentation that shaped DEVO, his collaborations with filmmakers and his perspective on how technology continues to transform artistic expression. Rather than viewing new tools as a threat, Mothersbaugh discusses how technology has historically expanded creative possibilities and opened doors for a new generation of artists.

Disney's Ian Mallitz examines the tension between artistic integrity and commercial success, exploring the challenges of building a livelihood around creative passion and the importance of collaboration in bringing ambitious ideas to life.

The issue also features actor and comedian Paul Scheer, photographer Carlos Gonzalez and Tennis Channel's Michael Sutton-Long, whose contributions offer perspectives on creative careers, the relationship between art and commerce, and the role of culture in shaping audience experiences.

Original essays from Versus' creative leaders extend the conversation into the future of the industry. In Directing Intelligence, Jeffrey Dates examines how AI is reshaping the creative process and why greater production capabilities place even more importance on human judgment and original thinking. In The Creative Advantage of the Physical Space, Justin Barnes explores why shared environments, collaboration and human connection remain essential to creative work.

Together, the stories reflect the publication's central philosophy: Creativity is not defined by a single discipline, medium or commercial outcome, but by the ideas, experiences and people behind the work.

“The creatives we curated for this issue were chosen for their multidisciplinary approach to creativity and ability to shape culture in unexpected ways,” said Rosie Garschina, executive creative director at Versus. “Mark Mothersbaugh embodies this spirit with a creative practice spanning music, art, design and film. His work reflects the kind of boundary-pushing originality that inspires Versus.”