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Creative7 min read
What generative video changed, and what it did not
It did not make ideas cheaper. It made variants cheaper — which is a different thing, and it rewards a different kind of planning.
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Ideas & Insights
Practical perspective on brand, creative, media, digital growth, AI and software — written for the people who have to make the decisions.
Sample Drafts
“Memorability is not a mood. It is a set of assets used consistently enough that people start recognising them without effort.”
What makes a digital brand memorable?
“Most AI projects do not fail on the model. They fail on the workflow around it — and that part is ordinary engineering.”
What actually makes an AI project work
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