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Notes from the studio.
Writing on technology, design, VR, AI — and what it takes to ship them. Mostly long, sometimes short, occasionally wrong.
Journal · · 4 min
The most-watched AI on earth is calling offsides
At this World Cup, a goal is judged in seconds by cameras, a sensor in the ball, and a 3D model of a player's shoulder. The lesson for anyone building AI is hiding in plain sight: do less, perfectly. Journal · · 4 minEveryone's at the World Cup. Almost no one's in the stadium.
The biggest tournament ever — 48 teams, 16 cities, three countries — and a few hundred thousand seats against a few billion fans. The gap between watching and being there is the whole opportunity. Journal · · 4 minWhy the no matters more than the yes
One day, a fair commission. The next, a famous name offering a tenth of the price for ten times the work. A short lesson on why a creative career is built on what you decline. Journal · · 4 minNo build step
Most modern websites ship through a build pipeline. Ours doesn't. Here's what restraint buys a site that has to last. Journal · · 4 minTeaching a FoodAI to dream in chocolate
Ateliê de Ideias is a FoodAI built into the Delicious Diamonds studio — a creation assistant that turns a chef's mood board into a first bonbon concept. Not a machine that makes chocolate; an apprentice that never runs out of ideas. Journal · · 8 minDoes VR therapy actually work? The evidence behind therapeutic VR for pain and anxiety
Does VR therapy actually work? For acute pain distraction, procedural anxiety and exposure therapy — genuinely yes, with real evidence. For chronic pain and the broader claims, the marketing runs ahead of the science. The honest evidence behind therapeutic VR, and why we built RVer to the bar of a medical device instead of a wellness app. Journal · · 6 minSmall studio, great clients: why we stay small on purpose
We're a small studio. Mercedes-Benz, Porsche, SONAE and the Portuguese Army are not. Staying small isn't a phase we're growing out of — it's the deliberate choice that lets us serve great clients well, and give every client the same studio the blue-chip names came to. Journal · · 7 minVirtual tours are not just marketing: onboarding, training and the TPF case
Most virtual tours are sold as marketing. The more useful ones never face the public at all — they onboard new staff, run evacuation drills, and let partners walk a facility from another country. The operational case for 3D capture, and what we built for TPF. Journal · · 7 minWebGPU in 2026: When It's Worth Rewriting Your 3D Web App (and When WebGL Is Still Fine)
WebGPU finally shipped everywhere in 2026. That doesn't mean you should rewrite anything. Here's how we decide — from a studio that ships real-time 3D to browsers for car brands and hospitals.— The journal, by email
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