Or is it? This week we went after everything you thought was yours. Your phone. Your feed. Your friends. Six reads, one thread you cannot shake once you see it.

Pour the coffee. Let's wreck your calm.

- abdel khalil, brand & marketing executive

Sophie admits it. She is hooked on her phone and she is done pretending it is just part of the job. So she built her own ten week challenge to win her focus back. No tracking apps, no influencer plan, just her rules on her terms. Here is why she reckons the wellness industry has been lying to you about what getting better actually looks like...[read more]

You feel it the second a camera comes out. The whole room changes. Sophie says the friend who films every hangout is quietly turning your mates into unpaid film crew, and killing the one thing real friendship needs. Read this before your next catch up...[read more]

It sounded like a rebellion. Creators telling you to stop buying things. Sophie says look closer, because trashing one product is now just the warm up before they sell you the next one. Turns out even your doubt has a price tag...[read more]

Writers are pulling their best work off the open internet and locking it behind walls. Sophie explains the quiet war that made them do it, and why hungry AI bots are the reason your favourite voices are going dark. The free web you grew up with is changing shape...[read more]

We were all told a full time job was the safe choice. Sophie is not so sure any more. She makes the case that the steady salary is now the risky bet, and going out on your own might be the only real security left. It is scary, and she says that is kind of the whole point…[read more]

Awards nights, shiny plaques, badges on the wall. Sophie asks one simple question. Who are they actually for? She pulls apart why corporate vanity is losing its shine, and what starts to matter once the trophies stop working...[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.