The strange ideas go here first
Not everything here is finished. That's the point
Everyone — no single owner, by designEvery agency claims to be innovative. Few give innovation a room of its own, with no client, no deadline, and no guaranteed outcome. The Lab is that room.
It's where new tools get broken in before they touch client work, where the team's strangest ideas get a fair hearing, and where most experiments fail on purpose. The ones that survive end up changing how everything else here gets made.
Experiments
Gandhi in 2024
AI × HistoryWhat would the most photographed man of his era look like in ours? A creative experiment placing Gandhi in the present day, built with generative imagery and a careful respect for the subject. Equal parts technology demo and question about how we remember.
India Got Lit
AI × DiwaliA creative Diwali journey rendered with AI: familiar festival warmth through an unfamiliar lens. An experiment in whether generated imagery can carry genuine cultural emotion, not just aesthetic novelty.
Tech meets tradition
AI × BrandingAI-powered Christmas trees that turned a seasonal brand moment into a design experiment. Proof that holiday content doesn't have to look like holiday content.
A cozy AI experiment
AI × AtmosphereA small study in whether machine-made imagery can feel warm. Spoiler: it can, if a human with taste is steering.
There is no fixed formula. Only a bias toward action, a tolerance for wrong turns, and the patience to let the strange ones breathe.
The journal
Thinking in public. Selected pieces from the team; the archive is migrating over.
The Creator Economy: Where's the Money in 2025?
The Power of Micro-Influencers: Why Small Creators Are Winning
Inside the Mind of a Social Media Manager
The Psychology Behind Why Some Posts Go Viral
Is AI Replacing Human Creativity? The Truth Behind Humans vs. Machines
The First-Ever Brand Collab Happened in 1765
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