Felt Notes
What the studio is thinking about between films. Filed by category, newest first. No newsletter, no sign up form. Come back when you like.
Industry
Why AI commercials?
AI now touches a huge share of video ad creative. What the real numbers say, including the trust problem nobody puts in the pitch deck.
Manifesto
Directed, not generated: our one rule for AI
Every frame we release passed through a decision somebody is willing to put their name on. The tools got faster. The standard did not move.
Craft
Why every ad should end one second early
The last beat is almost always the one you should cut. A short argument for leaving the room while people still want you there.