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.

Something small happened last week.
A tiny confusion.
Nothing dramatic.
Just a text that landed differently.

We were talking to a client about the usual things.
Amendments. Ideas. Directions.
Simple back and forth.

Then suddenly, the tone shifted.
The playful energy disappeared.
The messages became shorter.
More serious.
More professional.
More guarded.

I could feel the tension through the screen.
It was not anger.
It was something quieter.
Something like, “I am not sure how to say this without sounding wrong.”

I saw messages being typed and deleted.
Sentences rewritten.
Pauses that felt heavier than expected.

And for a moment, everything felt different.

I realised we were not aligned anymore when the conversation changed from

“How do we solve this?”
to
“Who caused this?”

The focus shifted from the solution to the blame.
That was the moment creativity left the room.

The project no longer felt like a shared mission.
It felt like a deadline we had to survive.

This is a total misalignment.
It happened because both sides were speaking different languages.

Corporate language and creative language may sound similar,
but they do not always mean the same thing.

What we described as direction was interpreted as a choice.
What they described as structure was interpreted as restriction.

“Something feels off” becomes an attack.
“What this actually means…” becomes an attack.

Both sides thought we understood each other.
Both sides wanted the same goal.

But the meanings got lost somewhere in the middle.

And slowly, confusion grew into frustration.

The shift happened when we stopped texting.
We spoke the way people speak when they are not afraid of being misunderstood.

We asked each other,
“What is bothering you?”
“What pressure are you facing?”
“What are you trying to protect?”

And suddenly, everything made sense.

We had our responsibilities.
They had theirs.

We both cared about the project deeply.
We both had things at stake.
We both felt pressure in different ways.

Both sides were emotionally invested.
That was why the tension felt so sharp.

But when we understood each other, something softened.

The hostility disappeared.
Empathy entered the room.
Decisions became clearer.
Revisions felt purposeful again.

And the project started moving forward with ease.

We were on the same team again.

I learned something important.
Language is not only words.
Language is context.
Language is tone.
Language is pressure.
Language is what we think we heard, not always what was said.

When our languages differ, our expectations drift.
And when expectations drift, the partnership becomes a guessing game.

Clear communication is not only about speaking.
It is about aligning worlds.

We forget we are on the same team when stress enters first.
We remember again when compassion returns.

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

Happy New Year, everyone! After a long weekend, the team is finally back at work — and here’s how we rang in the new year. Haziyah went all out with an annual gift exchange and sleepover, while Batrisyia was fully booked with family and friend catch-ups. Elroy chose rest (as he should), Raf tried berbekam darah (Wet cupping therapy) and came back feeling extra healthy, and Imamull started experimenting with homemade juice shots (office drop coming soon… allegedly).

Hafiz basically moved into Salted Flea Market, Aiman went hiking, Judin balanced badminton, family time, and a wedding shoot, while Hisham celebrated birthdays, weddings, and lost a game of Monopoly against Fai. Amal slept early thanks to a cough, while Dhiyau stayed up till 3am gaming, and Alimin cleaned his room, hit a gym PR, and somehow squeezed in both a Miri trip and a KL solo trip.

Productive? Questionable. Eventful? Absolutely.

Normally, we close off the year gathered around boiling pots of soup with frozen meat and veggies (hotpot-style). This time, we switched things up and wrapped up the year over plates of sushi and cups of green tea at Excapade. Since we didn’t manage to book a private room, we were probably the loudest table in the restaurant — shoutout to our server, Annaliza, for taking it all in stride and keeping things running smoothly as we wrapped up the year together. (Shout out to Hafiz, too!)

This is our third year welcoming a new batch of interns from IBTE. This time we’ll be welcoming Syed, Hariisah and Yasmin who’ll be joining us in the creative and media teams respectively! We look forward to working with them for the next 6 months and to witness their growth. All the best!

We’ve just secured a long-term project, and as part of the process, our media team underwent a Medical Fitness Check for their upcoming safety induction. A few vials of blood were drawn, all in the name of staying healthy and ready for what’s ahead— ensuring that they are fit to work. #ForHealth

Our lead creative designer is back after two weeks in Japan and is currently readjusting to the Bruneian humidity. Her and her husband’s very first agenda back? Handing out gifts to the team. Thanks, Iman and Fikri!

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

If you’re looking to get back into fitness or thinking of trying a new gym, check out JPMC Fitness Centre’s latest promotion. New year, new you, right?

Hisham Firdaus, who’s been responsible for several of our recent snack addictions, is back with another recommendation. His top pick? The sour & spicy flavour — a favourite he’s been repurchasing with Fai (on repeat), alongside the tofu obsession. At just 50 cents a pack, it’s the kind of snack that’s dangerously easy to keep buying.

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.