There are two paths in life: Should and Must. 

Should is how others want us to show up in the world — how we’re supposed to think, what we ought to say, what we should or shouldn’t do. It’s the expectations that others layer upon us. When we choose Should the journey is smooth, the risk is small. Should is fine. 

Must is different— Must is who we are, what we believe, and what we do when we are alone with our truest, most authentic self. It's our inner creative, waiting to come out and play.  

We arrive at this crossroads over and over again. And every day, we get to choose...what we Should do or what we Must do.

Are you feeling the pull to Choose Must? 

If you’re looking for more ways Choose Must, The 100 Day Collective is for you. 

What is it? The 100 Day Collective 15 week group program with weekly lessons, a dedicated community, and a ton of you-can-do-it inspiration for makers participating in #The100DayProject. But really, it's like a weekly creative pep talk and a big group hug (if you're into that kinda thing). Because a hundred days is a marathon, not a sprint – you'll go farther and have more fun when you do it with us. 

The 100 Day Collective is designed and facilitated by Elle Luna, artist and author of The Crossroads of Should and Must, and writer and Women Catalysts co-founder Lindsay Jean Thomson.

If you're ready to work through your creative blocks and be the artist you want to be – the artist you Must be – this is for you.

What you get when you join The 100 Day Collective:

  • Everything you need to strengthen your creativity muscles: weekly inspiration and mentorship from Elle, Lindsay, and guest teachers via a live call or recording 
  • Our favorite tools for working through your creative blocks so you can stop stalling, start making, and fall back in love with creating
  • Art made with love by Elle! A 100 Days calendar, just for members of The Collective
  • Built-in accountability buddies via our private online community
  • And a big ol’ party in San Francisco to kick things off!

Here's what people are saying about The 100 Day Collective:

"Participating in #the100dayproject with The 100 Day Collective was the best creative decision I made in 2017. Not only did it spark my motivation, but connecting with a like-minded tribe and having accountability made the journey fulfilling and worthwhile. The weekly video calls were inspiring and transformed my relationship to my art and myself. Elle and Lindsay have such huge hearts, meet every artist where they're at, and provide a safe community to explore your creative process. Highly, HIGHLY recommend The 100 Day Collective for anyone desiring to go deeper with their art, and ultimately, themselves." – Julianne Kanzaki

"Participating in #the100dayproject with this group was one of the most impactful experiences of the year. Through the routine and framework of the project, I reawakened creative instincts and reinvigorated my passion and drive for filmmaking and photography. Lindsay and Elle's weekly guidance and mentorship made a daunting project inviting and achievable, and I learned so much about the creative process, and more importantly my own (seemingly) boundless creative potential.  Thank you, Lindsay and Elle!  See you again in 2018!" – Jamie Baughman


– Kelly Carambula

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Tell me: what is it you plan to do with your one wild and precious life?

— Mary Oliver


About Elle

Elle Luna paints, designs, and writes. She also runs a textile venture, the Bulan Project, a collaboration between designers and master batik artists in Bali, and has previously worked as a designer at IDEO and with teams on apps and websites, including Medium, Mailbox’s iPhone app, and Uber. She speaks to groups around the world sharing the story of “The Crossroads of Should and Must,” and lives in San Francisco.

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About Lindsay

Lindsay Jean Thomson is a writer and the cofounder of Women Catalysts. She designs and facilitates learning experiences that help people bring out the best in themselves and their creativity. Lindsay writes all over the internet, but you can find her most often writing for VICE about her experience being diagnosed with breast cancer at 33. 


Q: What will I learn in The Creative Collective?
A: So many things! It’s a mix of practical content, like how to:

  • make your project easier and more fun (so you'll actually do it)
  • showcase your project at the end of the 100 days
  • brand yourself as an artist and use social media more effectively so that you can reach more people

And more personal stuff, like…

  • Who gets to call themselves an artist? How can I give myself permission to be an artist?
  • What do I do about that voice in my head that says not good enough?
  • What do I do when I run out of ideas and I really, really want to quit and ohgod why did I sign up for this?!

Q: Do I have to do The 100 Day Collective to do #The100DayProject?
A: Nope, definitely not. The 100 Day Collective runs alongside the #The100DayProject and is a program to support people participating with additional content and mentorship. #The100DayProject is a free, global art project that anyone can participate in. More details here – sign up for the newsletter to get weekly prompts and encouragement. Use the hashtag #The100DayProject to share your work on Instagram and find other makers.

Q: What are the benefits of participating?
A: Mentorship from Elle and Lindsay, including our favorite tools to work through your creative blocks and manage your inner critics. A rad community of creators working alongside you. Learning from guest teachers like TBD. And for those of you in the Bay Area (or willing to travel!), a big getting-to-know you celebration in May. Plus, all of the things that you get from doing #The100DayProject: the joy of creating, the sense of accomplishment that comes with self-discipline and working through resistance, honing your creative skills, and so much more. 

Q: Do I have to be an artist to do The 100 Day Collective?
A: Trick question! We can all be artists. Yeah, really! You don’t have to consider yourself an artist or even particularly creative to participate (we’ll work on that!), you just have to commit to doing #The100DayProject and have a desire to get in touch with your creative side. Everyone is welcome to participate regardless of gender, race, sexual identity, religion, location, anything. You are welcome here. Project originator Michael Bierut says you can do anything for your project, even brushing your teeth every day for 100 days! There are no limits to what your project can be. 

Q: How much does The 100 Day Collective cost?
A: It’s $450. That's just $30 a week to put to pursue your Must. Early-bird pricing of $375 is available until March 15th

Q: When does it start?
A: The 100 Day Collective kicks off April 1st – that's just two days before #The100DayProject starts on April 3rd, just in time for you to get set up and motivated for your project to start.

Q: How does it work?
A: Each Sunday of the program, we'll send you a recording or details for the live call along with additional resources like articles, books, and creative inspiration. You'll also get a workbook to guide you through that week's topic, daily encouragement in the Facebook group, and the opportunity to have a dedicated accountability buddy (if you want).

Q: How many of the calls are live and how many are pre-recorded?
A: It's pretty evenly split – we have eight live classes, including three with our guest teachers, and seven pre-recorded. 

Q: When are the live calls? Do I have to participate in all of them?
A: The schedule will vary. We'll let you know well ahead of time so you can plan to join. And we recommend participating live as often as you can to get the most out of it. But if you can’t join, no big deal – we’ll be recording all of the calls and sending them straight to your inbox after. They'll be about an hour long.

Q: What are the weekly worksheets? Will they take a lot of time?
A: The weekly worksheets include 3-4 prompts for reflection and 1 action to take each week. They’re not meant to take long – you can go as deep as you’d like (or have time for).

Q: Where will I connect with other participants in The 100 Day Collective?
A: Facebook! You'll be part of a private community page to talk about what you learn from the prompts each week, share your process, and give and receive encouragement.

Q: When and where is the kick-off party?
A: Sunday, May 6th in San Francisco. Facebook is great, but connecting IRL is the best. We're excited to do our party earlier this year so that you can get to know your fellow creatives better.

Q: Who else will be doing The 100 Day Collective?
A: All kinds of people! Some of them are working artists, some are just starting out, some are in between. Everyone is welcome, regardless of where they are in their creative journey.

Q: What kind of project can I do? 
A: The only limit is your imagination! You could do 100 Days of Lettering. Or disco wallpapers, or...what are you curious about? What lights you up? We’re going to be leading a free Q&A video call for the entire #The100DayProject community on how to pick a project soon – stay tuned and join us!

Other questions? Email us here and we’ll get back to you soon.