Where Are We Actually Heading?

I’ve found myself asking this question more than usual lately.

Not just in a deeper way. In a very real, day-to-day way too.

When I look at our business. When I think about what we’re building. When I consider the decisions in front of me.

Where is this all actually going?

Because if I’m being honest, I don’t feel clear.

A lot is moving at once. AI is accelerating faster than most of us can fully understand. The political climate feels uncertain. The economy feels… unclear at best.

And within our industry, the ground is shifting too.

We’ve started stepping more fully into creative production. Not just supporting parts of a project, but taking on more of the process from concept through execution.

On paper, it makes sense.

But I’ve also asked myself, quietly: how much demand is there for another version of this?

That question doesn’t have an easy answer.

What I do know is this. I don’t want to move away from the thing that has always mattered most to me, which is working closely with creatives. Understanding how they think. Supporting their process. Helping bring something to life that didn’t exist before.

AI is part of the conversation now. It’s not going anywhere. And I’m not interested in resisting it.

But I also don’t believe it replaces what we do.

If anything, it asks us to be more intentional. More human. More connected. More thoughtful in how we create and collaborate.

So maybe the question isn’t just where the industry is heading.

Maybe it’s how we choose to move within it.

For me, the answer right now is simple, even if it doesn’t feel certain.

We keep going.

We try new things. We expand where it makes sense. We pay attention. We adjust. We stay close to the people and the work that matter.

Because doing nothing doesn’t serve anyone. Not our team, not our artists, not our clients.

And maybe clarity doesn’t come before action.

Maybe it comes from it.

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