Audit · Positioning · 12-week plan
Production · Campaign shoots · Asset libraries
Casting · Briefs · Negotiation · Measurement
Notes on brand, taste, and where culture is going next.
AI Is Not Your Strategist (And That's the Whole Point)
The brands losing to AI aren't the ones who refused to use it. They're the ones who handed it the steering wheel.
The Death of the Polished Post
The most expensive content you'll make this year is the content that looks expensive.
