Bragg’s journey from prison to Cannes Lions’ creative trailblazer stuns the world
By Zion Rufus
Again, true creativity knows no bounds and can emerge from the most unexpected places. The spotlight shines brightly on ConCreates, illuminating the path for future generations of innovative minds to break barriers and make history.
Vincent Bragg, Co-Founder and CEO of ConCreates, has defied all odds by transforming his prison experience into a groundbreaking creative agency, making history at the 70th edition of Cannes Lions.
His journey from incarceration to innovation is a testament to the power of perspective and the untapped potential within marginalized communities.
In a captivating episode of Cannes Lions’ “Careers In The Making,” Bragg shared his inspiring story and his mission to redefine creativity. While serving time behind bars, he witnessed the immense talent and creativity that often go unnoticed within the prison system.
Determined to challenge the prevailing notion that individuals with criminal histories lack creative abilities, Bragg founded ConCreates as an agency powered by formerly incarcerated men and women.
He believes that true innovation stems from diverse perspectives and lived experiences.
By embracing the cultural richness of individuals often disregarded by society, he also aims to tackle complex issues and bring about positive change.
In the episode, the co-founder emphasized the importance of looking beyond intellectual analysis and tapping into the authentic stories and perspectives of those who have experienced incarceration.
“Prison, for me, informed my creative process in a way where I stopped looking at myself as a criminal. I started to look at myself as operations, right, or logistics,” he explained during the episode. His shift in mindset allowed him to recognize the untapped potential within himself and his fellow inmates.
For instance, Bragg’s co-founder, Joe Nixon, previously incarcerated for bank robbery, now contributes as a strategist.
But Bragg’s journey goes beyond personal transformation.
It is about building meaningful relationships and fostering connections that transcend societal barriers. Reflecting on his time behind bars, he realized the value of genuine human connection and the impact it can have on personal growth and resilience.
“I felt like I never had real relationships with people. They weren’t writing me letters; they weren’t coming to visit. And I had to really think about why that was,” Bragg shared. His introspection led him to prioritize relationships and recognize their immense value.
The success of ConCreates became evident when their creative endeavors inside prison walls began to attract attention.
A viral moment sparked their first taste of success, leading to recognition and interest from prominent brands. Bragg was taken aback by the respect he received from his peers and the industry, realizing the impact of his story and the potential for ConCreates to create meaningful change.
Vincent Bragg’s remarkable journey from incarceration to creative innovation is an inspiring proof of the transformative power of perspective and the indomitable human spirit. Through ConCreates, he is reshaping the narrative surrounding individuals with criminal histories and championing their untapped creative abilities.
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