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.

A few days ago, I opened AICREATIVV’s Instagram Highlights.

I was looking for something completely unrelated, then I tapped on one of the older sections about what we do.

And... yeah.

That was us.

Just not the us now. 😂

Some of the services were old. Some things were missing completely. The way we explained ourselves felt like it belonged to a version of AICREATIVV from two years ago.

Which made sense.

Because it did.

We wanted Instagram to feel social.

More people, office, moments.

More of the little things that make AICREATIVV feel like AICREATIVV.

Then, if someone wanted to look at our work properly, understand the services, or see the serious side of the business, they could go to the website.

Instagram could be the social space.

The website could be the deeper one.

And for a long time, I liked that.

I still do, actually.

But somewhere along the way, the company kept growing.

Different kinds of projects, which kind of led us to better capabilities.

People getting better.

Processes getting stronger.

And the version of us online didn’t always grow at the same speed.

Because the work exists.

We’re not hiding in a cave somewhere refusing to show anyone anything.

There are years of projects on the website.

Case studies. Videos. Brand work. Campaigns.

Things we’re genuinely proud of.

But if someone only knew AICREATIVV through Instagram, would they know all of that?

Probably not.

They’d know we joke around.

They’d know we like lunch.

They’d know someone is always lying on the floor during a brainstorm.

They’d probably know way too much about the office.

But would they know what we’ve actually become capable of?

That question stayed with me.

And I see that other agencies are showing their work.

And I also see other businesses that isn’t in our industry do the same.

We make a decision when the business is at one stage.

“This is how we use Instagram.”

“This is how we explain the service.”

“This is what we want to be known for.”

“This is how we present ourselves.”

And the decision works.

So we keep it.

Then the business changes quietly around it.

The team gets bigger.

The work gets better.

The offer changes.

The audience changes.

Maybe even the way people discover you changes.

But the original decision is still sitting there, doing exactly what it was told to do.

That’s the funny part.

Sometimes the strategy isn’t broken.

It’s just working for an older version of you. So I tested it.

This was probably the most useful part.

I opened the profile again and pretended I knew nothing.

No context.

No website.

No history.

Thirty seconds.

That’s it.

What would I understand?

Would I know what we do?

Would I know what we’re good at?

Would I see the kind of work we care about?

Would I understand what kind of people I’d be working with?

Some answers were obvious.

Some made me pause.

And that pause was enough for us to take action.

I still don’t want our Instagram to become a wall of finished projects.

That’s never really been us. And we don’t really want to be like others.

I like the weird bits.

The people.

The bad photos.

The lunches.

The behind-the-scenes moments that probably make no sense without context.

That side matters.

But I’m also realising that personality can sometimes become so loud that capability gets quieter than it should.

And if people are already looking at you, maybe you owe them a clearer picture.

Not everything.

Just enough.

Enough to know what you do. Enough to know what you’ve become. Enough to know where to look next.

How often do we actually stop and check whether the version people see still matches the version we’ve become?

Because a lot can change inside a company before anyone thinks to update the outside.

But the version people see can stay frozen for years if nobody stops to look at it.

That’s what happened here.

We just realised the outside version (or online version of us) hadn’t completely caught up with the inside one.

If someone found your business today, what version of you would they meet?

Would it feel current?

Would it show what you’ve become good at?

Would they understand the things you’ve spent the last few years improving?

And maybe the one worth sitting with:

What have you grown into that you forgot to tell people about?

Sometimes the work has already changed.

The people already changed.

The business already changed.

You just haven’t updated the story yet.

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

We spent our weekend watching our very own Professor Callahan in action! Legally Blonde: The Musical was unlike anything we’ve seen before, and we loved how fast paced, energetic and exciting the whole show was.

From the sets and outfits to the way each character was brought to life, every detail came together so well. And seeing Ampuan Hafiz take on a role we don’t normally get to see him play? Goosebumps!

Congratulations to Relentless Brunei on another well done show, and of course, congratulations to our very own Professor Callahan!

It’s check in week! All three teams have shared what went down behind the scenes of Off Brief, and with the deadline coming up soon, we hope you’re just as excited as we are to see what they’ve been working on.

Come check out the BTS videos prepared by each team and see how their ideas are coming together!

Group A

Group B

Group C

After three years, our former interns turned full timers, Alfath Sellahuddin and Majidah Khirul Abasah, have finally graduated from Kolej International Graduate Studies as degree holders! Alfath graduated with a Bachelor of Communications (Hons) in Digital Media, while Majidah graduated with a Bachelor of Design (Hons) in Professional Design.

Congratulations, Alfath and Majidah! All that hard work has finally paid off, and we’re especially proud of Majidah for being awarded Best Student in her faculty! 🥹👏

We’re so glad we got to celebrate this huge milestone with both of you. Here’s to the next chapter!

With more than half the team out of office and most of the girls holding down the fort, DB volunteered to embark on a solo quest to sort out Friday food duty.

His mission took him from Tungku all the way to Jerudong in search of the best cucur, before returning to the office with a full haul of nasi lemak, keropok, ice cream and bottled drinks.

One man. One mission. One very well fed office.

We were invited by CCCT to attend their students’ annual showcase, COSMO Spark, and this time, two of our own were taking on judging duties! Our Senior Creative Designer, Stephanie Yong, and Deputy Media, Aaqilull Qhaeer, were appointed as guest judges for the showcase. 👏

Before the exhibition, our intern Selene Bautista was also invited onto the BY Podcast to share her experience as an intern. Some of the team later got to watch her present her internship journey at COSMO Spark, where she shared her experience with her lecturers.

It was lovely getting to see Selene share her journey and watch the students showcase all their hard work. Congratulations to all the COSMO Spark students!

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.

If you’re a pet caretaker or share your space with pets, we recommend giving Dettol Multi Purpose Disinfectant Liquid a try! It’s plant based and has a light tea and fresh citrus scent that isn’t too overpowering, especially for pets with sensitive noses.

It also does a great job of keeping your home clean and tackling bacteria, making it a handy addition to your pet friendly cleaning routine.

If you’re looking for a new telekung, whether it’s for yourself or as a gift, Haziyah recommends checking out Telekung Tea! During her recent trip to Kuala Lumpur, she came across the brand and fell in love with their variety of choice.

They offer a variety of prayer wear styles too, from lightweight travel telekungs to one piece and the more traditional two piece sets. Their prayer wear is made with high quality fabrics that are comfortable to wear during prayers, making them a lovely option if you’re looking for something both practical and pretty.

Definitely worth adding to your KL shopping list if you’re in the market for a new telekung (especially if you like dainty and feminine designs)!

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.

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