We invest in culture. That means we make the film after the pre-roll or the article in the middle of the banners — the stories people share without winning anything. Instead of disrupting what people are
interested in, we create what people are interested in.
It’s the difference between using culture as a vehicle for reach, and investing in culture as a vehicle for affinity. Moving from product placement, to content. There is no demanding of attention, we simply
exist on the right frequency and articulate what the audience already knows to be true, their way of life.
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