"Capital is at present the work sustaining ability. Money is not an economic value though. The two genuine economic values involve the connection between ability (creativity) and product. That explains the formula presenting the expanded concept of art: Art = Capital." - Joseph Beuys 1985
Beuys' idea above presents the basis for A certain Everything. ACE is designed to be a creative practice without clearly defined boundaries across art, film, fashion, product, service, music, architecture and design.
But rather than functioning as an agency or studio producing work for hire, it either creates its own IP or provides creative in exchange for equity, thereby creating truly aligned incentives between client and creative.
Chief Everything of ACE is Florian Schmitt.

Originally a product designer, he ventured into film to direct TVCs and music videos before a record deal led him from his native Germany to London where he founded the seminal creative agency Hi-ReS! in 1999 with Alexandra Jugović to allow them to combine different disciplines into one holistic offering.
Over the following 16 years, Hi-ReS! expanded with studios in Hamburg, New York and Berlin. From 2015 to 2019 he served as the global CCO of the SYZYGY Group which had acquired Hi-ReS! in 2008. He also ran Nanika, a studio focused on emerging technologies, from 2005 until 2016 together with Andreas Müller.

He has numerous Webbies, Clios, Cannes Lions and One Shows to his name as well as a D&AD pencil and a BAFTA. His work has been exhibited at the V&A, the Barbican and Tate Britain and was published in a monograph in 2008. He is a regular speaker at conferences like OFFF and TED and a voting member of the International Academy of Digital Arts and Sciences and BAFTA.

Florian has been serving as an advisor and investor to several blockchain start-ups, including parity technologies, the Web3 foundation, GridSingularity, the Energy Web Foundation and Polkadot and he is a co-founder and supervisory board member of the Sovereign Nature Initiative.
Florian recently recorded a podcast with John C. Havens for the Porsche AG NextVisions podcast. They talk about AI and Ethics, positive psychology, Nature 2.0 and the Sims.

Read more about it and listen to it here.
See below 2 videos outlining Florian's approach to creativity and producing meaningful, memorable work.
TEDxAthens Talk
Getty Images Feature
ACE is a network of collaborators and friends.
ACE has no physical location, no phone number and no customer parking.

If you want to work with us, contact us at something@acertaineverything.com
For everything else, use everything@acertaineverything.com