adidas, San Francisco
Field notes
Notes from inside the work.
Writing from the set and the edit: how we think about the work, not just the reel of it. New entries are added when there is something worth writing down, not on a schedule.
PL. 10/12
Entries
The notes so far.
Entry 01 · Perspective
The future of AI
Every studio has a take on AI right now. Ours, plainly: we use it constantly, and we have never let it direct a shoot, cast a talent or make a final creative call. Where it helps, where it does not, and the four calls that stay human on every project.
Read itEntry 02 · Process
Discover to measure
The five stages every MUUS project moves through, and the part most studios do not show: what happens inside create, where every concept is tested before it reaches a set.
Read itTalk it through
Want to go deeper on any of it?
We are happy to walk through how any of this plays out on an actual production, on a call with the people who would make it.