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Notes from the studio
How we think about launches, brand worlds and AI visuals. Short, and written to be argued with.
Latest · Campaign ImagerySep 22, 2026
Articles
- First Impressions, EngineeredHow we design the first three seconds of a launch site, before a single page is drawn.Full article
AI Visuals That Look Shot, Not GeneratedA style key, a camera language and a human choosing every frame. How our visual engine works.Full article 
Selling a Coastline Before It Has a ShoreWhat the Alam Al Roum launch for Qatari Diar taught us about pre-construction real estate online.Full article 
A Launch Website Is Not a BrochureBrochures inform. Launch sites make people feel something and then act. The difference is structural.Full article 
Comfort Is the Hardest Thing to Sell on a ScreenThree years with Breathe, and a heritage textile house, taught us how to make softness read online.Full article 
Short-Form Video for Brands That Hate NoiseImage-to-video, cut like a film still that breathes. How we make loops that premium brands can live with.Full article 
Cairo to the Gulf: Building for BothTwelve countries shipped, two reading directions, one standard. Notes on building for the region.Full article
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Cairo → Gulf