In an era defined by an endless influx of digital content, demands for instant gratification, and the rapid rise of automated, artificial intelligence-generated media, the creative studio Versus is deliberately choosing to hit the brakes. The renowned studio has announced the launch of WE ARE, a substantial 170-page quarterly print publication dedicated to celebrating creativity, fundamental craft, and broader cultural movements through the intimate, firsthand perspectives of the individuals who actively shape them.
Conceived, designed, and produced entirely in-house by Versus, the magazine serves as an intentional and tactile counterweight to the disposable, fleeting nature of modern digital media. Rather than chasing the algorithmic trends of the internet, the publication has been crafted as a physical artifact meant to be experienced, collected, and kept over time. Published in strictly limited runs of 1,000 complimentary copies distributed directly to members of the creative community, the initiative aims to foster a deeper, more meaningful connection between creators and their audiences.
The debut edition of the quarterly publication, titled ISSUE 001: ART AS BRAND, sets a high bar for the series. It features an eclectic and influential lineup of contributors, including legendary DEVO frontman Mark Mothersbaugh, actor and comedian Paul Scheer, artist Carlos Gonzalez, and top creative leaders hailing from major organizations such as The Walt Disney Company and the Tennis Channel.
According to leadership at Versus, the publication is far more than a traditional publishing venture or a promotional exercise; it is a direct reflection of the creative culture, ethos, and tight-knit community that have guided the studio throughout its history. Each future quarterly issue will explore a distinctly different overarching theme, bringing together a diverse mix of artists, entertainers, designers, and industry pioneers to share their unique perspectives, challenge established conventions, and critically examine the ideas currently influencing global creative culture.
Justin Barnes, executive creative director and co-founding partner of Versus, emphasized the cultural necessity of physical media in the current technological climate. The tactile nature of print, he notes, carries a unique weight that digital formats simply cannot replicate.
"The physical presence of a publication feels more important than ever," Barnes said. "Something you can hold, spend time with, return to and keep. 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 theme, ART AS BRAND, dives deep into the intricate intersection of artistic expression, commercial success, and broader cultural influence. The issue systematically examines how creative vision shapes modern business, how commercial environments influence pure art, and the complex spaces where these two historically distinct worlds collide and merge.
Among the standout features of the premiere issue is an extensive, wide-ranging interview with Mark Mothersbaugh. In the piece, the musician and multimedia artist reflects upon his remarkably diverse career spanning pioneering music, visual art, and feature film composition. Mothersbaugh discusses the raw experimentation that originally defined DEVO, his extensive collaborations with visionary filmmakers, and his pragmatic, forward-looking perspective on how emerging technologies continue to transform artistic expression.
Significantly, rather than viewing new tools and technological advancements as an existential threat to human creativity, Mothersbaugh explores how technology has historically expanded the boundaries of creative possibilities, ultimately opening vital new doors for successive generations of artists.
The exploration of commerce and creativity continues with Ian Mallitz of Disney, who tackles the persistent tension between maintaining strict artistic integrity and achieving viable commercial success. Mallitz examines the daily challenges inherent in building a sustainable livelihood around a deeply personal creative passion, while also underscoring the critical importance of collaboration when bringing ambitious, large-scale ideas to life.
Rounding out the featured interviews are contributions from actor and comedian Paul Scheer, photographer Carlos Gonzalez, and Michael Sutton-Long of the Tennis Channel. Together, their insights provide readers with nuanced perspectives on navigating demanding creative careers, managing the delicate relationship between art and commerce, and understanding the vital role that culture plays in shaping memorable audience experiences.
Essays and Industry Perspectives
To broaden the editorial scope, the debut issue features original essays authored by Versus’s own creative leaders, extending the dialogue toward the future of the entire industry.
In an essay titled Directing Intelligence, Jeffrey Dates investigates the profound ways artificial intelligence is actively reshaping the contemporary creative process. Dates argues that as production capabilities expand and automation accelerates, human judgment, critical thinking, and original ideation become even more essential to the craft.
Meanwhile, in The Creative Advantage of the Physical Space, Justin Barnes turns his focus to the workplace, exploring why shared physical environments, organic collaboration, and genuine human connection remain utterly irreplaceable components of high-level creative work.
These varied stories and essays collectively reinforce the overarching philosophy of WE ARE: true creativity is never defined by a single narrow discipline, a specific medium, or a predictable commercial outcome. Instead, it is defined by the underlying ideas, lived experiences, and passionate people behind the work.
Rosie Garschina, executive creative director at Versus, noted that the curation of talent for the premiere issue was entirely intentional. The studio sought out individuals whose work consistently defies categorization.
"The creatives we curated for this issue were chosen for their multidisciplinary approach to creativity and ability to shape culture in unexpected ways," Garschina said. "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."
Designed to Be Held and Shared
From a design standpoint, WE ARE was meticulously conceived as a collectible creative object. The publication places heavy emphasis on expressive typography, striking photography, avant-garde editorial design, and the rich, tactile qualities of high-grade print. Every single feature is custom-designed to mirror the distinct personality and creative perspective of its subject, resulting in a cohesive volume that deliberately steps away from the rigid conventions of traditional magazine design.
"We wanted WE ARE to feel less like a traditional magazine and more like a refined artist’s diary," Garschina explained. "Each feature is a personal, tactile reflection of the individuality of each creative. The design is intentionally expressive, allowing each voice to come through in the story."
To accompany the physical launch of the magazine, Versus also produced an original mixed-media launch film. The video blends motion design, experimental filming techniques, and unexpected visual combinations designed to capture the distinct energy, tone, and identity of the publication.
By pairing the print edition with a dynamic companion film, the studio demonstrates how a singular creative concept can successfully take shape across both physical and digital mediums, offering audiences multiple avenues to experience the work. While the exclusive print run is reserved for members of the creative community, Versus has ensured that a digital edition will also be made accessible through its official website, broadening the reach of the project to a global audience.
For Versus, the introduction of WE ARE does not stem from a reactionary rejection of technology or modern innovation. Rather, it serves as a timely reminder that the true value of creativity extends far beyond mere speed, operational efficiency, and high-volume output. In a professional landscape where nearly anything can be generated and distributed instantaneously at the click of a button, the studio contends that the underlying intention, meticulous care, and authentic human perspective behind the work remain more essential than ever.
