Look at you, opening your inbox on a Sunday.
We’re watching culture split in real time.
Between human and artificial.
Between optimisation and soul.
Between performing and actually living.
And lowkey… The whole system is starting to crack. Read up!
- abdel khalil, brand & marketing executive
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THIS WEEK’S DEEP DIVES
Anti-smoking didn’t win with fear. It made smoking feel embarrassing, inconvenient, and outdated. The real shift wasn’t behaviour… it was culture. It changed how people saw themselves, not just the habit. If you want change, don’t sell outcomes, shift what feels acceptable…[read more]
Fashion is splitting in two: hyper-artificial vs visibly human. Both are reactions to AI flooding everything. One leans into the chaos, the other tries to reclaim meaning. The direction you pick isn’t aesthetic… it’s a stance…[read more]
We’re not just being watched anymore… we’re performing. Posting, curating, sharing, all feeding systems that profit from our attention. Visibility feels like control, but it’s actually labour. Same performance, just unpaid…[read more]
It’s not a skill issue, it’s overthinking. Your drafts aren’t better, just older. You’re waiting for a version of the post that doesn’t exist. Nobody’s watching like you think… and your taste doesn’t improve in private…[read more]
The people who sold discipline and optimisation are starting to admit it didn’t make them happy. The promise was control, clarity, success… but it came with constant pressure instead. If the system relies on you feeling behind… what happens when they say it out loud?…[read more]
After years of frictionless everything, people want mess again. Not polished, not perfect… just real. Things that feel physical, unpredictable, and slightly out of control. The shift isn’t aesthetic, it’s a rejection of how we’ve been living…[read more]
Not going viral yet?
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.