How you made it is becoming as important as what you made
PrincipleBrand & Creativity
How you made it is becoming as important as what you made
Behind-the-scenes and process content increasingly outperforms the originals: showing the craft proves creativity is human, not AI-generated, as Apple TV's ident BTS and Craighill's design videos show.
Source
Entertain or Die 3.0 - Small W•rld x Tracksuit (2026)
Dan Salkey (Small W•rld), Max Willson (Tracksuit), Sophia Epstein, Dom Hoskins
p. 18
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