The items we gave to PlayLab for their installment of the Adobe Inspire column "WTFIT"

WTFIT: PlayLab

Our WTFIT column follows a formula: We send a person or a group a box of random items and ask the recipient to use all of the items to build something that represents a particular word, which we also supply. Then we publish photos of the work in progress and of the finished work.

At least, that’s how it’s supposed to go. We should have known that design firm PlayLab wouldn’t play by the rules. New York–based PlayLab, also known as Archie Lee Coates IV and Jeffrey Franklin, has worked on publications, a pie shop, a floating pool, and other diverse projects.

The items we gave to PlayLab for their installment of the Adobe Inspire column

When Archie and Jeffrey saw their box and their word, nostalgia, they “thought about building something visual with these things but quickly chose not to.” 


Individual frames from
Individual frames from

Instead, they crafted a story, which they told through a short film titled A Walk to Remember. In it, they say, a “nostalgic man walks through his own scenic snow-covered woods in the middle of winter with a gun in his hand while shots ring in the background. As he walks, he recounts out loud a series of things he wants to remember—all materials and tools he once used and knew well. By the end of his walk, he reveals the fate of those items in a cryptic reflection.”

“Inspired by our own memories of childhood playing video games (Wolfenstein, Goldeneye) and watching films (A Christmas Story), the video was shot with a GoPro Hero 4 mounted onto a Red Ryder BB gun in the mountains of New Lebanon, New York. No animals or humans were harmed during the making of this video.”


The video

One thing is for sure: After watching this video, we did say, “WTFIT?”

May 5, 2015