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You made it to the WTF Lab application! Welcome. You're just a few steps away from (potentially) joining the WTF 2025 Lab and being invited to a chosen cohort of creative professionals. Each of who are facing a unique hurdle. This version of the WTF Lab is a pilot project for the brightest minds in our community. So I'm really glad you're here!

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The WTF Lab pilot project - a six week series - will revolve around the themes of radical empathy, reciprocity and the value of a gift in a market-economy, experience designing even when that's not what you do, brand authenticity, and above all, communications. There will be readings (optional but really valuable), WTF round tables, open format discussions, and led by facilitation.

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If you are accepted into this pilot project, your cohort will have a dedicated Signal thread for off-lab connections and support (we all need hype champions), and two 1v1 sessions with Nell. The first session is 1-hour long before the series begins. The second session is 30 minutes scheduled within one week after the series concludes. Both of these calls and everything listed above, as well as the six weeks that we will be collaborating together, are included in the price for the WTF 2025 Lab. While the Lab *is* structured it is *also* shaped by the creative professionals chosen for the cohort and the flavor and vibe of our work together will reflect each individual's presence. This is the delightful mischief we work for!

Please answer the questions below with as much or as little information as you want to.

How do you describe the work you do? Who are the people you serve and the industry or community you consider to be your zone of focus?

Is there a particular area of work that you've been exploring or excited by over the last few years?

What brings you to the WTF Lab at this moment? What is the WTF or curiosity that you are facing?

Do you have any creative practices?

Divulge whatever feels comfortable to share.

Are you deliberately using AI to enhance your creativity?

It's okay if you're not. The point is to gage how you're using it if you are.

What's your favorite book?

How does it feel to be done with those questions? Well done! Thank You so much for making the time to provide these answers. Within 48 hours of completing this form Nell will reach out to schedule a follow up call with you and answer any questions you might have about the flow or framing of the series.

Since this is a pilot project built off of the learnings from last summer's drop in based WTF Labs the cost for this is kept intentionally low and priced at $600 per person, for the entire series. It is possible that the cost for this will go up for the next WTF series of labs that are held in the Fall and Winter. There's no guarantee that $600 will be a fixed cost for those future labs but in order to pilot this one it's set at $600. If you need to spilt the cost into 2 payments the second payment would be due at week 4, one month after your first payment is made.

This WTF Lab begins the Wednesday after Memorial Day on May 28th and will conclude on the Wednesday before the Fourth of July, on July 2nd. The lab will be held every Wednesday from 5/28 - 7/2 for 75 minutes each but the window of time will be determined by the chosen cohort. Please do not let availability stop you from applying as the best possible time for everyone will be chosen.

"The Gift Must Always Move"

From one of our readings, by Lewis Hyde

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TNT Creative