About 12 years ago, an idea we wrote for a client meant observing our target audience non-judgementally and learning from their mundane everyday (Creepy, and not). Looking for actions they performed sub-consciously, every single day. We then reinterpreted those ‘unseen’ moments in a film that crept into our viewers life, into their everyday moments reminding them of the thought, the film and the brand. It turned out to be one of ORKUT’s most viral films (people forwarded it to us many times!), earning us and an old world client serious street-cred from a bunch of 20 somethings. It was meant to teach us a new word - INSIGHT. ———— CUT to today (we get to say that!) With 8 sec attention spans, carousels of content and viewers who see through brand plugs before you can say ‘Skip Ad’, 90% of our clients repeat us on their campaigns and every second film’s rights are renewed. We know one thing is still cutting through the clutter like hot knife, that pesky little thing that raises its head when you least expect it; INSIGHT. Still hidden, in plain sight.