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We're all content creators.  The key is to find the connector that drives our emotional intellegence.  We use real multi-cultural experiences, transform them into video, photography, editorial, and commercial properties to help brands communicate to their consumers that they actually see them.  We stray away from stereotypes, knowing that there's no long term strategy in dehuminization.  A strong word perhaps, but in the age of social media, consumers are smart - they talk to each other and quickly identify brands that are simply staging, and fail to draw from genuine perspectives.