What led you to launch SilverSide AI? All right, so

I started, it was an accident, right? Happy accident.

But because of that thing about wasting time is a glorious thing, right? So 10 years ago, I was here at Cannes.

I was president of the jury of the entertainment jury.

And I was actually not at Cannes.

I was on my way here and I was in the plane.

And I thought, oh, there's a story that I had in mind.

There's like guys kind of when that kind of came out, Amazon, Svetka, um, you're in the UK, you know, kind of like, give me a sense of kind of where you're going.

And just give me a sense of like I'd love your thoughts on why it makes sense to move it out of that traditional agency structure and into its own thing.

So imagine that in the very beginning, the very early days of this digital revolution, I was sitting inside of a traditional agency, very traditional agency called DM9, which then became DDB in Brazil.

although we were winning awards in in like cyber lions the first cyber lion like america was what i i won when i was still inside of that that idiot so we did some good stuff there and then i i but eventually i left because i i felt like the only way to make real progress on that field was to start a specialized company that could actually things move in that own direction.

So I started a gentle click there and sold to Dentsu.

And then later I moved to San Francisco to work at AK Hue where I met Andrew there.

And then we started Pearl.

Then I met Rob as well.

I

Is there a sense that you have, whether harkening back to the first world of digital, fear, resistance, and then eventual acceptance? Are there any parallels you might draw, or is this completely different?

It is very similar in a sense of people who have build their entire careers up to that point and they're about to get a chance to lead, they're feeling very frustrated.

There's fear, more fear than before because the transformation is too fast and the world may not have a chance to react fast enough.

But in general, there's the similarities that there's the same level of frustration that I worked so hard to get to this point and now you're gonna change the rules right when it's my turn.

And that's frustrating, I understand that.

But when it happens, the worst thing you can do is try to resist.

I grew up in Rio and as a little boy in Rio, you learn one thing, you're in the ocean and a wave comes, you either surf it or you dive in and end up on the other side.

That's lowest common denominator.

[laughs] So was there a moment early on when you realized that creativity wasn't just about making things, but about shaping how people believe, feel, and behave?

You know what? I, I still don't know if I ...

I, I go back and forth.

I mean, the truth of the matter is that I, there was a part of my life that I, I...

Creativity was a fun thing.

I like to watch movies.

I like to read books.

I, I absolutely loved it.