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.

We first noticed it during QCs.

Some work started drifting away from the brief.
The focus slowly shifted.

There was a stronger pull to show skill.
To try new things.
To push ideas further.

It came from care.
People wanted to do good work.

Over time, though, it began to feel heavier than it needed to be.

Feedback started to feel harder to receive.

Even when the direction matched what the client wanted, explanations came quickly.
Sometimes, before the feedback had space to land.

Ideas were defended early.
Some ideas stayed quiet.
Some didn’t even make it out of their minds.

There was pride in the work.
There was also… fear.

Fear of being wrong.
Fear of looking less capable.
Fear of being judged.

Slowly, creativity felt personal.

We had a conversation about unity.

About how we work for each other.
About how there is no competition within the team.

We push each other so we can grow together.
Without that, progress slows.

Then someone said something simple.

That sentence stayed.

It helped us see that the issue wasn’t outside the team.
It was in how we were showing up with each other.

After that, the tone changed.

Ideas came with less tension.
Feedback felt easier to sit with.

People let go of their work more freely.
The work stopped feeling like an extension of the self.

Care was still there.
Pride was still there.

It just felt healthier.

The room feels lighter.

There is more play.
More openness.

People speak up earlier.
Questions come without hesitation.

Creativity moves more freely.
Learning happens faster.

I still notice my own habits.

Wanting to answer quickly.
Wanting to sound decisive.

That instinct hasn’t disappeared.
Seeing it is already progress.

Learning moves faster than proving.

It’s okay to not have everything figured out.
Movement matters more than perfection.

1. Proving adds pressure, but improving adds momentum.

2. Feedback needs space, growth comes from listening.

3. Work is not identity, letting go helps it get better.

4. Growth is shared, we move further together.

5. Playing, having fun, letting loose in creating is a signal, it often means people feel safe.

6. Learning beats looking good.

We’re still learning this.
And the work feels better because of it.

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

It’s been two long months since XEDC Vol. 2, and we finally redeemed our free class at XENT Studio! With such a big group, we split into two teams — Group A, aka Team AIttention, learnt the choreography to NewJeans’ debut song Attention, while Group B, aka Team Little Mr/Ms Creativv, took on one of our current song obsessions, Little Miss by Girlset. Safe to say, we walked into the office the next day extremely sore (thank you, massage gun), but we’re pretty sure this won’t be our last dance class together.

Happy Chinese New Year! Stephanie Yong has taken on the role of festive decorator-in-chief, transforming the AICREATIVV office with Year of the Horse touches (with backup from Elroy Ramantan). Considering red is both auspicious and our brand colour, safe to say the office is more than ready to gallop into the new year!

Leemin Sofian and Rusydinul Aiman recently joined the Erti x Oatside Community Run for their very first group running experience, kicking off bright and early at 6:00 AM with a warm-up session and electrolytes from Erti Cafe before setting off on the 6km route. Guided by pacers (balloons included!) and surrounded by a supportive community, they maintained a steady pace through the quiet morning streets of Brunei, meeting friendly runners along the way and crossing the finish line in about 48 minutes as the sun rose — a fun and energising experience that made their first community run one to remember.

Last week the media team dropped by STAC to shoot another content, but this time we split the session into 2 - Photo and Video. After the shoot, the media team came back with lots of delicious food that the rest of the team enjoyed. Thank you, STAC!

Ramadhan Mubarak from all of us at AICREATIVV!

As the month of reflection begins, we’re wishing everyone a Ramadhan filled with barakah, meaningful moments, and just the right balance of rest, ibadah, and late-night moreh adventures.

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

Nuur Batrisyia Ali recommends: 1000 Roads to Mecca, edited by Michael Wolfe — a collection of travel writings spanning ten centuries of Muslim pilgrims on their journey to Hajj.

Beyond being a travel literature piece, the book offers unique perspectives on a shared spiritual experience, showing how the pilgrimage and its management — has evolved over time. With memoirs from different writers, each account reveals distinct personalities and reflections along the way. It’s definitely a long (600+ pages!) but fascinating read; one to slowly return to, chapter by chapter.

Among the many cafés we’ve spent our lunch breaks at, Bakestreet remains one of our favourites. If we had to recommend just one drink, it would be Ampuan Hafiz’s current obsession — the Earl Grey Matcha. As he puts it, “It’s really good — fragrant without compromising the matcha,” plus the baristas are always lovely. And if you’re looking for a spot to moreh this Ramadhan, they’re open till late.

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!

(Psst… It’s now available on ios: https://apps.apple.com/sg/app/yibi/id6757297205)

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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