What was the aha moment for you? When did it cross the threshold for you?

I think in October twenty-four, I was shooting a commercial, and we had a shot of a traffic jam on a highway.

And I first obviously tried to see if we can get a location where we can create a traffic jam and, you know, it is hard to block an entire highway.

And then, uh, we built, uh, you know, in a studio space, we built with chroma everywhere.

We brought in 30 cars.

We built an entire booth to, with a moving arm, and that cost us a lot of money.

And while I was doing this, I was like, "Hey, why don't..." I was already flirting with AI, you know, Midjourney and some shots and, and I was like, "Why don't I try this and just see what it looks like in AI?" And it took us a while.

How are you thinking about those people that are being replaced by the tools? Or how are you kind of trying to, you know, absorb them in other ways, possibly? Uh, perhaps to Shakun.