Blurry Boundaries: Editor's Note

Another day, another oddly specific video targeting my most random, niche interest. A song from the ’60s resurfaces as a TikTok sound. A meme jumps from a fandom forum to a brand campaign. Slavic girl dinner enters the chat with zero context and somehow sticks.

Some people call it cultural flattening. But I don’t think it’s that simple. 

We have access to everything, all at once, more than we ever had before. This isn't flattening its expansion. The lines between subculture and mainstream don’t really hold. Context is scattering, layering, and becoming something new.

That’s what Blurry Boundaries is about.

The challenge (and opportunity) that comes with creating work when culture moves ridiculously fast, audiences move unpredictably, and shared context is no longer a given. 

Our audiences don't live in these perfectly segmented categories anymore. They're in a dozen hyper-specific worlds all blurring into one personal feed. It’s chaotic, but not in a doomsday kinda way. It’s alive, expansive, and constantly morphing. 

We’re not here to slow that down. That’s not the point. The point is creating work that sticks. Experiential is that disruptor to the algorithm. That touch grass moment that cuts through the noise and gives people what they’re craving: connection. Not just to a brand, but to an idea, a feeling, a moment. Most importantly to each other.

Over the next few months, we’ll be unpacking what it takes to make work that’s not just timely, but timeless. Virality without context eventually becomes noise and we’re interested in what lasts. What connects people beyond their feeds. 

What holds up, even when the landscape doesn’t.

So, let’s get into it!