Blog.
Small observations nobody puts in the case study
Every platform claims the same sale
One sale. Four platforms. Each one reports it as theirs.
Read →
The website was lovely until the email address
The layout was lovely, the photos were good, and then one small thing in the footer made all of it stop counting.
Nobody believed the croissants had sold out
Nobody in the queue believed the croissants had sold out by ten past eight. Everyone wanted one more anyway.
Same agency, same client, same year
The film had a slow piano and won things. The banner had a red "shop now" box and ran for eleven months.
A perfect AI detector wouldn't fix the internet
Four paragraphs about someone's grandmother's kitchen, and one question about who wrote them that turned out not to matter.
The first question came on the way out
The email arrived every Tuesday for four years. Then, at the bottom of one of them, a small grey link.
The queue went vague at the corner
At the bend in the queue, a man stood very still, glancing both ways, not quite sure which side of the corner he was on.
The missing study
Every brand lift study anyone gets sent says the brand went up.
The client gets one email a week
The client's inbox holds a tidy Friday update. The account person's inbox holds everything that made the update tidy.
