Create freely. Legally.

Insights

On the creative process in a new AI era. The possibilities, the boundaries and the rules of play, for anyone building a brand.

Creative process
Three rules for FOOH
A subway train dressed in eyelashes. Giant handbags rolling through Paris. Fake out of home — FOOH — is the AI era's most shared ad genre, built on impossible installations dropped into real places. Done right, it is both legal and loved.
4 min
Creative process
Taste is the new craft
When anyone can generate a thousand images in an afternoon, the images are no longer the bottleneck. Selection is. Quality has moved from execution to judgement — and that changes what to look for in a creative partner.
4 min
Creative process
From casting to world building
For thirty years creative production has meant renting reality by the hour. Models, locations, light and weather. Now reality is being built instead — and that changes not only how images are made, but what a brand can own.
4 min