Motion Sickness launches “The Blood Oath” as it marks its next chapter as a creative company

Today, Motion Sickness launches The Blood Oath: an invitation for industry leaders, clients, and collaborators to make a symbolic and literal commitment to ideas made by humans.

At a time when the creative industry is increasingly shaped by automation, optimisation, and machine-generated output, Motion Sickness is going the other way, stating: “In the age of artificial creativity, being human has never mattered more.”

The Blood Oath arrives as a specimen-style package, complete with a paper knife, instructions, and a form requiring participants to imprint their own blood.

Framed as a “voluntary commitment to human creativity,” the ritual is equal parts provocation and philosophy – designed to challenge how seriously the industry is willing to defend the role of human thinking.

Says Sam Stuchbury Founder & ECD, Motion Sickness: “People often say there’s a humanness to our work. It’s emotional, chaotic, irrational at times, sometimes inspiring, amusing, but honest. Probably because it’s made by people who are all of those things too.

“Our new chapter felt pretty natural. The confines of traditional ‘advertising’ no longer always match the work we’re making. More often than not, people aren’t just asking us for ads, they’re asking for ideas. Ideas that unlock growth, shift behaviour, and become things people actually care about. They often take shape as very different things.”

The Blood Oath marks a broader shift for Motion Sickness, which is repositioning itself away from the traditional definition of an advertising agency, and instead to a creative company.

That shift is rooted in a wider unease with the direction of creativity. As outlined in a recent interview with Creative Review, Motion Sickness points to a landscape dominated by efficiency, often at the expense of originality and personality.

Rather than rejecting technology outright, Motion Sickness is reframing the conversation, positioning human creativity as a competitive advantage. Not anti-advertising, but pro-ideas. They will still be making ‘ads’, but they might not always look like them.

“When you’re defined as a creative company, you end up in very different places. Over the past year or so, our work has really started to break new ground for us and our clients. Our services now span product, advertising, film, experience and design. Advertising is just one function of many. The businesses that approach us now have big ambitions and often broad ideas of what ‘things’ might unlock their growth. It’s really fun.”

“We’ve noticed that our internal direction and our clients’ excitement has broadened with this new north star, and hopefully our work says more about that than any quote can.”

The Blood Oath is the first public expression of Motion Sickness’s new positioning: a creative company focussed on ideas in any form, not only outputs in traditional channels.

This vision can now be seen at www.motionsickness.company.

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