13
Production
Producing natively in Arabic: what changes after translation.
Coming 13 Oct 2026
Journal
Notes on the social-first era.
Perspectives on platforms, premium brands and the open window in short-form video - written from inside a system that has earned 100M+ organic views per brand.
Global
The market-entry playbook: Germany, the UK and the Gulf.
Germany, the UK and the Gulf are not three versions of one market. The break is never about language.
Brand
Made-in-X: turning provenance into a story that travels.
Made in X is a customs test, not a brand asset. A claim asks to be believed; a constraint can be filmed.
Measurement
From views to sell-through: the metric that proves social sells.
Every dashboard reports correlation. Proof has a shape, and the shape is always a comparison.
Partnership
What a TikTok-native creative partner does that an ad agency cannot.
An agency is organised around a campaign. A partner is organised around a rate of iteration.
Luxury
Luxury and spirits on short-form: build desire without breaking the rules.
The rules almost never limit what you may say. They decide who is allowed to hear it - and that is a production decision.
Craft
The first three seconds: engineering a hook that survives the scroll.
Everyone says you have three seconds. A stopwatch is not a brief - here is what the viewer is actually deciding.
Creative
Organic is the hardest creative test there is - and it is free.
The feed ranks on watch-through. So does your ad account. Why organic proves creative before a single impression is bought.
Platforms
Pinterest is the quiet growth engine premium interiors overlook.
The buyer with a renovation budget is searching, not scrolling - and the pin is still working a year later.
Creators
Why a creator network beats one hero influencer, every time.
One influencer is one hypothesis. A roster is a test matrix - same budget, an answer you can use twice.
Global
One system, every market: scaling content across borders.
Build once, localise, scale. How a proven playbook travels from Poland outward.
Playbook
Organic first: how we earn reach before we ever buy it.
Relevance, not budget, is the ranking signal. A system that compounds month over month.
Strategy
Why the window for premium brands on TikTok is closing.
Discovery has moved. The incumbents are starting from scratch - and first-mover advantage expires.
Editorial calendar
A new perspective every week from September. Here is what is on the desk.
14
Creators
What a creator actually costs, and what you are buying.
Coming 20 Oct 2026
15
Craft
The brief that gets good short-form: six things we ask for.
Coming 27 Oct 2026
16
Playbook
Short-form for brands nobody can buy online.
Coming 3 Nov 2026
17
Craft
Where AI helps in a 150-video month, and where it ruins it.
Coming 10 Nov 2026
18
Platforms
Sound is not the soundtrack: why muted short-form fails.
Coming 17 Nov 2026