Marketing, dissected.
Why some campaigns move people — and most don’t. Essays and video breakdowns from a filmmaker-turned-marketer. One idea you can steal, every fortnight.
Featured teardown
Essay #1 lands here — the first campaign goes under the knife soon
A full breakdown of what one brand did, what they were betting on, and the principle you can steal from the wreckage.
Latest essays
Fortnightly teardowns, principles, and learning in public. The first essays are being written now — subscribe below and they’ll land in your inbox the day they publish.
About
I’m San — award-winning filmmaker, co-founder of an 11-person creative agency, now inside a university marketing department studying why brands win. I publish everything I learn. More about me →
One marketing idea worth stealing, every fortnight
No noise, no news roundups — one dissected campaign and the principle behind it.
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