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The Democratisation of Dreams

AIApril 2, 2025173Views1Like0Comments
In the traditional economy of creativity, talent has never been enough.  Geography, access, education and money have always served as quiet gatekeepers. A brilliant singer born in Mogadishu with no access to an opera house is, in structural terms, invisible. A gifted animator in Lahore without a high-end workstation is simply a fan. A stylist…

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Against The Swipe

AI, IndustryApril 2, 2025125Views0Likes0Comments
There’s a prevailing orthodoxy in digital marketing: the idea that attention is so fragmented, so brittle, that only the quickest, flashiest content can survive.  Algorithms favour velocity. Brands chase “thumb-stopping” moments. Campaigns are broken into fragments, optimised for microseconds of engagement. The result is an ecosystem addicted to novelty — a slot machine of content.…

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Brand Fiction

AIApril 2, 2025122Views0Likes0Comments
The world doesn’t wait for launches anymore. Before a product is real, it’s already being talked about, Googled, snarked, Reddit wish-listed into existence.  For brands, this creates a strange paradox — the moment something drops, it's already old. The intrigue, the desire, the cultural energy? That happens in the before. Enter brand fiction: speculative storytelling…

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