Journal · 35 articles
Notes from a working studio.
Marketing and AI developments, campaigns worth studying, practical notes from our own projects, and what's happening around us in London.
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Showing 35 of 35
Showing 35 of 35
London & Community · 22 October 2026
Participation is a system, not a livestream: what London’s People’s Question Time makes visible
A current London civic event shows why community participation depends on access, selection rules and follow-up — not simply attendance or a livestream.
By Juan Pablo Arce
Studio Notes · 21 October 2026
An image file is not a brief: build the context that must travel with every asset
A practical six-field hand-off for keeping source, rights, meaning, transformations and approval attached to images across web, production and AI-assisted workflows.
By María José Ospina
Campaigns · 20 October 2026
Audi’s blood-donation billboards turn media into useful infrastructure
Audi Denmark’s Powered by Detour campaign points drivers towards nearby blood banks, turning outdoor media into a practical part of the service journey.
By Juan Pablo Arce
Practical Guides · 18 October 2026
Give every marketing claim an evidence owner before it enters the calendar
A practical weekly claim ledger helps small teams separate opinion from objective promises, find the evidence before publication and retire wording when its support expires.
By María José Ospina
Campaigns · 17 October 2026
Food Waste Action Week turns an environmental problem into a kitchen decision
Why food-waste communication becomes more useful when it moves from abstract carbon claims to the specific moments of buying, storing and using food.
By Juan Pablo Arce
Studio Notes · 16 October 2026
One recording needs a content map before it becomes a series
A practical studio perspective on turning one long conversation into a coherent set of full and short-form pieces without separating quotes from their context.
By María José Ospina
London & Community · 15 October 2026
London’s music licensing system can price culture out before the doors open
A new London report argues that Black and South Asian music events face disproportionate licensing barriers. The business lesson is that culture can be excluded through process long before an audience sees a cancellation notice.
By Juan Pablo Arce
Studio Notes · 14 October 2026
Automatic captions are a draft, not the delivery
Speech-to-text can accelerate post-production, but the deliverable is not the machine transcript. A reliable caption workflow checks facts, speakers, sound, timing and the page around the video.
By María José Ospina
Marketing & AI · 12 October 2026
AI ad agents compress the funnel, but they do not define a good customer
TikTok and Meta are moving advertising closer to guided sales conversations. For a small business, the key decision is not whether an agent can capture a lead, but whether the business can verify its quality.
By María José Ospina
Practical Guides · 11 October 2026
Write the decision rule before your next marketing test
A one-page test card can turn next week’s marketing experiment from a dashboard exercise into a decision the team can actually make.
By Juan Pablo Arce
Campaigns · 10 October 2026
People’s Emergency Briefing designs the room around the message
New UK research suggests the power of this climate campaign lies not only in its film, but in the shared discussion and civic next step built around it — with important limits on what the evidence proves.
By María José Ospina
Studio Notes · 9 October 2026
Matching two cameras starts before the colour grade
A two-camera setup creates more editorial choice only when both angles share a reliable colour reference. Matching begins at capture, not with a rescue grade.
By Juan Pablo Arce
London & Community · 8 October 2026
The London Film Festival works because it designs a route, not just a programme
As the 70th BFI London Film Festival opens across South Bank, the West End and UK partner cinemas, its useful lesson for smaller organisations is not scale. It is route design.
By María José Ospina
Studio Notes · 7 October 2026
A responsive image should preserve meaning, not just fill the frame
A perfect grid can still publish the wrong picture. Treat cropping, art direction and alt text as editorial decisions before a responsive image reaches CSS.
By Juan Pablo Arce
Campaigns · 6 October 2026
Channel 4’s B Corp takeover makes the ad break part of the brand idea
Five very different businesses appeared in one specially built television break. The useful lesson is that a shared signal can help unfamiliar brands become legible without erasing what makes each one distinct.
By María José Ospina
Practical Guides · 4 October 2026
A content calendar needs states, not just dates
A publishing date can create the appearance of control while the copy, visual, approval or platform confirmation is still unresolved. A small state-based workflow makes the real next action visible.
By María José Ospina
Campaigns · 3 October 2026
Cigarette Butts Are Rubbish shows why behaviour change needs a physical next step
Keep Britain Tidy combined a precise message with point-of-disposal tools and national field measurement. The useful lesson is not that advertising alone caused a 17% reduction, but that a behaviour-change campaign becomes stronger when the requested action is possible in the moment.
By Juan Pablo Arce
Practical Guides · 30 September 2026
An AI-assisted creative needs a decision log, not just a final file
Generative tools can produce alternatives quickly. But a finished asset without its source, instruction, reviewer and release decision is difficult to trust, revise or reuse.
By María José Ospina
Campaigns · 29 September 2026
Harvey’s ‘Agreements Make History’ shows why abstract brands need a concrete symbol
Harvey’s new global campaign turns away from the mechanics of legal AI and towards the human act the category exists to support. The lesson is useful well beyond legal technology.
By Juan Pablo Arce
Marketing & AI · 28 September 2026
When platforms start editing and answering, the brief becomes infrastructure
YouTube and Google are bringing AI closer to editing, testing and customer questions. Small teams now need reviewed inputs and controlled experiments as much as they need new tools.
By María José Ospina
Practical Guides · 27 September 2026
Before you buy the media, test the whole ad journey
A paid campaign is not only an advert. It is a promise, a click, a page, a form and a measurement decision. Review them as one journey before the budget starts moving.
By Juan Pablo Arce
Campaigns · 26 September 2026
What Refill teaches brands about making sustainable action visible
Refill connected an environmental message to places where people could act. Its design is instructive — and so are the limits of its impact claims.
By María José Ospina
London & Community · 24 September 2026
What London market partnerships need beyond a shared logo
Borough Market offers a useful reference for local business collaborations: agree the common promise, preserve individual voices and give shared information a clear owner.
By María José Ospina
Practical Guides · 23 September 2026
Clear video audio starts before the full take
A practical case for testing the room, the real activity and the recorded voice before committing to a full business video shoot.
By Juan Pablo Arce
Campaigns · 22 September 2026
What Fairphone teaches brands about promises after the sale
Fairphone offers a useful brand lesson: connect a distinctive promise to a customer action, a visible service and clear limits.
By María José Ospina
Marketing & AI · 21 September 2026
Meta One turns platform convenience into a budget decision
Meta’s new subscription bundles put profile, publishing, analytics and AI features into paid tiers. UK small businesses should test one operational bottleneck before adding another subscription.
By Juan Pablo Arce
Practical Guides · 20 September 2026
Plan next week’s content from one customer decision
A useful weekly content plan begins with the decision a customer needs to make, then assigns one source asset and adapts it for each channel.
By María José Ospina
Campaigns · 19 September 2026
Why environmental campaigns need a measurement plan, not just a pledge
A retrospective on America's food-waste initiative: how a public ambition can organise action, and why campaign claims still need clear boundaries and evidence.
By Juan Pablo Arce
Studio Notes · 18 September 2026
A content library needs context, not just more photographs
An archive becomes useful when the next person can explain what an image shows, what it can support and what still needs confirming. That is an editorial task, not simply a filing task.
By María José Ospina
London & Community · 17 September 2026
What London's design festivals can teach small businesses
London Design Festival and Open House offer more than visual inspiration. A focused visit can help a business ask better questions about how it explains its work—without mistaking inspiration for evidence.
By Juan Pablo Arce
Practical Guides · 16 September 2026
What a mobile website review should actually test
A polished layout is only one part of a useful mobile experience. Here is how to review customer decisions, interactions and the moments when a journey breaks down.
By María José Ospina
Campaigns · 15 September 2026
What Juntos's food route teaches brands about turning attention into participation
A retrospective on London's June–July 2026 Ruta Gastronómica: why a shared invitation needs distinct restaurant stories, a usable destination and evidence beyond views.
By Juan Pablo Arce
Marketing & AI · 14 September 2026
What UK marketers should test after this week's platform announcements
Runway's Adobe plug-ins, Google's regional search guidance and TikTok's cooking series point to three different decisions. The useful question is which change applies to your work.
By María José Ospina
Practical Guides · 13 September 2026
Why a clear filming brief matters more than another shot
A stronger video begins with decisions about the audience, visible evidence and approval. Here is how to turn a one-page brief into a practical production tool.
By Juan Pablo Arce
Studio Notes · 12 September 2026
A better website brief starts with the work behind the screen
Public websites, online shops and internal applications solve different problems. Three examples from our work show why the brief should start with the task, the user and the evidence of success.
By María José Ospina
