The tastemakers are getting buried by the algorithm, creators are burning out trying to perform perfection, and people are suddenly craving real-world connection again. Turns out human taste, community, and authenticity are becoming a lot more valuable now that the feed feels increasingly synthetic.

Read up!

- abdel khalil, brand & marketing executive

(btw - If you’re already using Claude Code or Cowork daily, scroll on by bc this ain’t for you)

But if you’ve just dabbled in using AI, maybe you’re using ChatGPT to help you look up recipes, write basic emails, or attempt to diagnose that insect bite you just got, stay with me for a sec.

When it comes to AI, there’s a lot of “bro you’re so behind” messaging out there. When, in reality, within just a couple hours, you can learn how to use AI better than 95% of people you know. And this why we put together the Beginner’s Guide to Claude AI course.

It’s a 4-week cohort where you learn how to go from using AI as a glorified Google to getting it to actually help you with the sh*tty admin (life or work) you hate doing every day.

We kick off on 18 May, so if you want to go from feeling behind to using AI to make your life better, this is for you 👇

The Devil Wears Prada 2 rollout didn’t rely on forced virality or exhausting press tours. Instead, it turned the film itself into a living aesthetic universe audiences wanted to participate in. It’s a reminder that the best marketing today feels less like advertising and more like world-building…[read more]

Luxury brands are turning tomatoes, bread, and butter into status symbols while Ozempic culture quietly shrinks people’s appetites. Food is no longer about eating, it’s about aesthetics, signalling, and social currency. The baguette has officially become an accessory…[read more]

After years of replacing community with online connection, people are turning back toward the people living right beside them. From mutual aid groups to community gardens, “neighbourism” is becoming an antidote to digital exhaustion and loneliness…[read more]

The “perfect morning routine” era is starting to crack. As audiences get better at spotting staged authenticity, creators built entirely on aspiration are struggling to maintain trust. In an internet full of AI-perfect imagery, honesty is becoming the real luxury…[read more]

Meta’s crackdown on repost pages could wipe out some of the internet’s most important tastemakers. Archive pages don’t just repost content, they contextualise culture, connect subcultures, and act as digital historians. In a world drowning in AI sludge, human curation might be the thing holding the feed together…[read more]

We get it. Creating content that does numbers is harder than it looks. But doing those big numbers is the fastest way to grow your brand. So if you’re tired of throwing sh*t at the wall and seeing what sticks, you’re in luck. Because making our clients go viral is kinda what we do every single day.