Thinking
in public.
Short provocations on what earns a place in culture, what wastes it and what survives after the campaign ends.
The cost of looking familiar
Recognition is not the same as distinctiveness. Most brands pay for the confusion later.
↗02ExperienceDesigning for the second look
Visibility gets you seen once. A system gives people a reason to return.
↗03TechnologyAI without the aftertaste
Use machines to remove repetition, not the evidence that humans made the work.
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