from our end.
And why I haven't
called yet.
Dear our esteemed global partners,
I hope you're doing well wherever in the world you're reading this.
I've been meaning to write this for a while. Not a formal update. Not a press release. Just a real, honest note from me to you, because you're not just a partner to us. You're part of the reason we believe this thing is possible.
So here it is: we're on track. We're learning a lot. And we haven't lost sight of where we're going, which is commercial-grade AI production that actually moves people.
We finally launched our website, which felt like a long time coming. We've been heads-down in sales outreach and client conversations, and slowly but surely, it's turning into real work.
Most brands came in motivated by reducing production costs, not by a genuine desire to make something better. And when a cost-cutting mindset drives a creative brief, the audience feels it. Every time.
The result has been painful. Most FMCG brands that went early on AI video are now getting negative responses from the market. The pause is real, and it's widespread across SEA. We're adapting how we approach and consult our clients, but our long-term vision hasn't moved an inch.
Our work with Lintasarta tells a different story. Because their audience lives and breathes technology, they come with open arms to AI content. Every video we've made for them has performed well on release. The right creative, in front of the right audience, still lands beautifully.
For our FMCG clients, the work that's earned the warmest public reception isn't the product commercials. It's the IP and mascot work. Bringing brand characters back to life with AI has resonated in a way that's hard to ignore. We're leaning hard into this.
Some of you might be quietly wondering: if SBC has been signing contracts and shipping work, why haven't I picked up the phone?
I owe you an honest answer.
The projects we've been delivering, while meaningful to our clients, aren't yet at the level I want to bring to you.
When I reach out to ask for your time and your craft, I want it to be for something that's worth it. Something with real creative ambition. Something that makes both of us proud to put our names on. I'm not going to call you up for a brief that doesn't deserve you, just to prove we're busy.
You didn't sign up for filler work. And neither did we.
So think of this note as exactly what it is: a signal that we're still here, still building, and still deeply committed to doing this right. When the right project comes, and it will, you'll be the first call I make.
