Antonio Zadra

We require the distortion to stay adaptable.

This aligns beautifully with another framework developed by Robert Stickgold and Antonio Zadra, known as the NextUp model.

The NextUp model.

NextUp proposes that dreaming is specifically designed to explore weak, distant, and unexpected associations that our highly focused waking thought simply ignores.

But a major company was openly experimenting with the idea of dreams as advertising territory.

Dream researchers Robert Strickold, Antonio Zadra, and Adam Har- Har- Horowitz responded with an essay titled, "Advertising in Dreams is Coming.

Now What?" They warned about the possibility of intrusive marketing involving sleep and dreaming.

That raises a question which becomes more significant when considered alongside everything we've covered.

Sure.

So, yeah, one of the things I do is I do quite a lot of collaborative... sorry collaborations with scientists who study dreams and this guy in canada called antonio zadra asked me to um do you know that guy yeah he's quite a well-known uh researcher of lucid dreams and he said dave instead of doing the drawing yourself why don't you give the pen and paper to To the other people in your dreams, the dream characters, as they're known, and ask them to do a drawing and see what they create.

So I did a load of those and we wrote a little.

I mean, I'm a co-author on the paper, but in reality, I was mainly a guinea pig.