Insights
Three short notes from work that actually shipped - a 360 product launch, fashion week on location, and how the AI campaign chapters were built. Written from the studio in Stockholm and Milano.
01
Launch notes
REF Stockholm - AHA Scalp Detox
The AHA Scalp Detox launch needed a hero film, product still life, ingredient and claim graphics, creator content and a feed that held together as one story. The idea was written first, in a sentence. Everything after it was a translation of that sentence into a format, which is why the assets still look like one campaign when you scroll them side by side.
See the launch in the archive →02
On location
Paris, Milano, Como, Athens
Takeovers are the hardest social format: you are filming, editing and publishing inside the same hour. What makes it hold is deciding the tone, the crop and the caption logic before the first day, so on location there is only one question left - is this frame worth keeping.
Fashion week and event coverage →03
On AI
Studio practice
The AI campaigns on this site were built the same way a shoot is: concept, casting, location, styling, then hundreds of frames edited down to the few that carry the story. The tool made the images. The direction, the consistency and the edit are the work, and they are the reason the chapters read as campaigns rather than as outputs.
See the AI campaigns →Correspondence
If you want the longer version of any of these - the brief, the boards, the numbers - it is a better conversation than a newsletter.
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