So when did you kind of decide to start a creative studio?

Well, that happened pretty much on the back of the pandemic, and it was more a snowball of decisions rather than a decision altogether.

Okay, I'm going to start a business.

So when the pandemic kicked, I had no job whatsoever, and there were no jobs that were handed out.

So I ended up taking some photos for a friend of mine that's an influencer, and I had no idea how to hold the camera in my hand.

But I just needed to assist.

So I was, okay, I will do that.

So, and have you got a kind of something that's kind of challenging at the moment for you, the biggest challenge that you've got in business?

Do you find that you see the same thing?

I mean, we started completely the opposite side.

We started helping them with content, and then we realized that they had no idea how to maximize the content.

So then we expanded into marketing and strategy.

While now I see a clear split, in the market so as you just touch point on ai the mass market is adopting ai to such a speed and volume that creativity i guess it suffers into that aspect because they just prompt an ai and then it does the strategy and it blurbs some creative which you think is good if you ask a creative probably they will have a different thought about it however at the top end of the market what is made by human is becoming such a premium Which is amazing.

If you double down on the human connections, if you double down on the human art, that actually becomes such a premium because it's becoming more scarce.

And brands see that and they value that.

In critical moments of a game, yeah.