This week, we're adding more pages to our Spellbook. Here's what we'll be talking about:

One big idea we’ve learned each week, shaped into words you can carry forward.

“Done already?”

“Yeah, just wrapped it up.” The senior said.

“Nice.”

Another screen opens beside it, and someone newer leans in slightly, scrolling through the work, taking a bit longer than usual before saying anything.

Then comes the line.

“How’s yours?”

“Hmm…Let me ask ___.”

Not, “I think this works.”
Not even, “What if we try this?”

Just… “Let me ask.”

At first, nothing about it felt off.

Of course you’d want to check. Of course you’d want to make sure you’re aligned, especially when someone else seems more experienced, more certain, more… ready.

“Can you take a look?”
“Is this okay?”
“Should we follow this direction?”

The answers came quickly. People nodded. Things moved.

On the surface, everything looked efficient.

But it kept on happening.

It showed up again, in slightly different forms.

“Maybe we just follow them.”
“They usually handle this part.”
“Let me check with ___ first.”

And slowly, without anyone pointing it out, things shifted.

Fewer ideas were being said out loud. Not because they weren’t there, but because they were being filtered before they even had the chance to exist in the room.

You could feel it in the smaller moments.

Someone starts speaking, then pauses midway, almost like they’re reconsidering in real time.

“Actually… nevermind.”

Another person just nods along, even though you can tell they’re still thinking.

“Okay, we’ll go with that.”

Decisions became faster, but not necessarily clearer.
Conversations became shorter, but not necessarily better.

The work was still moving, but the energy behind it felt different.

Quieter. Almost as if only a few brains are thinking.

And the thing is, it doesn’t start from anything negative.

It usually begins with something good.

Someone delivers strong work. A client gives praise. The team celebrates it, as they should.

“Good job.”
“That was solid.”

But somewhere in between those moments, a quiet comparison forms.

“They’re better at this.”
“I’m not quite there yet.”

It’s not said out loud. It doesn’t need to be.

It shows up in how people choose to respond.

“I’ll just follow.”

“I’ll ask first.”

“I’ll check before saying anything.”

On its own, each of these sounds responsible. Thoughtful, even.

But repeated over time, it starts to shape behaviour.

Ideas stay unspoken. Ownership becomes softer. The room begins to rely on a few voices instead of many.

And slowly, the difference isn’t in the quality of work.

It’s in the confidence behind it.

This isn’t about capability.

The people here are capable.

It’s about belief.

The ones who move faster have had more time, more repetitions, more chances to refine their thinking.

The ones who are newer are still building that.

That difference is normal.

Letting it turn into silence isn’t.

So we’ve been trying to catch it earlier.

When someone says, “Let me ask,” we pause and ask back, “What do you think first?”

When an idea is half-formed, we let it come out anyway.

And for those who have been here longer, the role shifts slightly. Not just to move faster or deliver stronger work, but to actively bring others into the thinking, even if it slows things down a little in the moment.

Because that’s how confidence builds.

We’re not here to be the best, we are here to make everyone the best versions of themselves.

A team doesn’t get stronger just because the best ideas are chosen.

It gets stronger when more people feel like they can contribute to them.

Snapshots from our week — the work, the people, and the little victories worth sharing.

The future of creativity is yours to shape.

The AI-First Creative Future Lab brought together participants for a 3-day hands-on workshop where ideas were transformed into real, business-ready concepts using AI, creativity, and strategic thinking. Led by Liyana Hanif and Cam Houser, the programme combined local insight with global entrepreneurial experience.

By Day 3, participants presented their ideas to a panel of judges including Imamull, alongside A’da Rani and Adi Basri. It was impressive to see how much they were able to build in just two days — using AI to refine their ideas, minimise blind spots, and strengthen their concepts.

A strong reminder of how powerful AI can be when paired with the right thinking.

Haziyah and her friends from Parallel Play recently met up with the team from HAUS KCH, along with their current artist-in-residence, Fatemeh Boroujeni from Iran — all thanks to Elroy’s invite. The evening was spent over coffee at Three Light Coffee, easing into conversations about the art scene across borders.

It was a casual but meaningful exchange — sharing perspectives on Brunei’s creative landscape (Elroy Ramantan, Suzi Sitai, Wan Mayang, Yan C, Aiman Yus, Madnycer) and Kuching’s growing community (including Sonia Luhong and Syed Rusydie).

With HAUS KCH known for fostering collaborations, residencies, and grassroots creative initiatives in Kuching, the conversation naturally leaned into what’s possible for the region and what spaces like theirs can continue to build.

Over the past few days, the media team has been working hard, from meetings to on-ground coverage. On Monday, Hisham and Aiman, headed to SPARKS Sg Liang for BFI coverage. Within the same week, the team also completed the T4 project, followed by a post-mortem session to reflect on the process and outcomes. Lastly, Judin and Hisham carried out a real estate shoot for Lim Soon Holdings. Looking forward to seeing the final results!

Imamull Qhaeer recently got invited as one of the guest speakers at UBD INNOVFEST 2026, held at the UBD Inspiring Hall on Wednesday. Other invited speakers included Nuramanina Zamri from Beauteleven and Syafi Halim from New Wave Films. The session was moderated by Miss A’qilah Muzani, who led a conversation exploring each speaker’s startup journey, including their challenges and struggles, with the aim of inspiring students who aspire to start their own ventures. For Imamull, the experience was meaningful, as he reflected on his journey from being a student under Miss Aqilah’s mentorship to now sharing the stage with her, making it a heartfelt and emotional moment.

A collection of our latest uploads on our website & socials worth checking out.

Things we’re loving lately, because inspiration hides where you least expect them.

Just like any other 20-something year old, Rusydinul Aiman has been sorted into the “running” house. He recommends these KIPRUN running socks as they perform much better than regular socks. It helps with preventing blisters and has better comfort and padding, doesn’t tear easily when doing long distances.

When our senior creative designer Stephanie Yong, needs to focus, she listens to this song. If you’re a fan of music with the lo-fi genre, consider giving it a listen.

Brunei's first all-in-one app! As the only local search engine for Brunei, you can find movies, restaurants, record community issues, local news and more!

If you want to read the previous pages, head over to this link right here:

That’s all for this week. See you on the next page of the Spellbook.

At AICREATIVV, we aim to make everyone who engages with us 1% better—from clients to community. Public Victory, always.

Each week, we'll share insights, tips, and recommendations to help you learn the magical combination of strategy, creativity, and business know-how that truly enchants your audience.

Let's unlock the magic of strategic design.

We hope this brought you value.

Business owners, marketing departments & corp comms - have a project in mind? Let’s discuss.