Josh Bates

Building SRG+ was never about launching a product for the market—it was about solving a specific pain point for our team at Serge Creator Studios. Running a creative studio means you’re in the trenches of asset chaos every day. We were wasting hours each week on version control, searching for files, and back-and-forth Slack messages just to find the right assets. Existing solutions felt too rigid, not built for a creative team’s fast-moving environment. So, we took a risk and built SRG+ App to address this need head-on. But there’s a lesson here: Just because you build it doesn’t mean others will use it. Solving your own problem is one thing; building a product that fits other teams is another. It forced us to think deeply about flexibility, user experience, and scalability—questions we hadn’t considered initially. If you’re thinking about building internal tools, ask yourself: Is this a universal problem or specific to my team? How much customization is enough for others to make it their own? Can it evolve with the user’s needs, or will it be a “one size fits all” that nobody really fits? Creating SRG+ taught us that building from the ground up for our own needs ultimately prepared us to build for others. Sometimes, the tools you create to fix your own problems turn out to be the solutions others need as well. SRG+ was never just code—it was a commitment to let creativity flow without barriers.

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Creating a theme park, not to mention a whole media universe, is no easy task. When I had the initial idea for Jackalope Junction, it was intended to be a "tiny" theme park - shops, a restaurant with entertainment, some amusement rides, a mine cave walkthrough, gravity house, and overnight camping experience in teepees and covered wagons, all within five acres. It was given a name, and then it's mascot - a tall, lanky, anthropomorphic one-armed Jackalope Sheriff named Jim. And soon, other supporting characters, all with their own stories. And the idea that if we had it all focused on one main story, then instead of being a "theme park" it would be a "StoryPark". As the stories unfolded before me of each character, I realized this was a chance to bring wholesome, biblical values back into family entertainment - love, respect, forgiveness, kindness, honesty, humility, accountability, patience... things we all need to carry in our hearts and minds. And then it grew, but wanting to keep it small, with trains, room for some really fun attractions, workshops, picnic areas, etc. Even at that, I wanted it to be unlike any existing theme park or amusement park. No cartoon characters or costumed mascots in the park, but rather something along the lines of The Grinch or the animal characters from The Chronicles of Narnia. Being a StoryPark, it needed to be more than just the physical location- so the idea came for a Tv show, books, games. All to be "out" long before the park was officially open for business. And it had to be "immersive". But what if, this being an immersive experience, we "transported" our guests to the time and universe/dimension where Jackalope Junction exists, with specially designed and outfitted trains, similar to the one at Universal Studios in Florida? But even more realistically? To figure this all out is to study what others have done - what their successes are as well as where they failed, or just didn't "go the distance", and then make something better - as in stunningly better. Walt Disney gave guests what they didn't know they wanted with Disneyland, despite the push back from his employees, amusement park owners, and even his new "Imagineers". He went against the grain and created something truly wonderful. My hope, is that after all is said and done, after all these years and still more to come, is that Jackalope Junction comes close to what Steve and Walt created. But it's going to take a lot of talented folks and the money to make it happen, so I ask, humbly, that all of you who might be reading this, please help me to bring it to life. Greg https://lnkd.in/gmKtrd4W

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Runway just opened up their new model, Gen 3 Alpha, to their Creator Partners. Here’s a shot I just produced and a taste of what the model can do. What do we think?? 🤔 #ai #genai #generativeai #artificialintelligence #innovation #production #entertainment #film #tv #machinelearning

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You remember this Spider-Man drawing meme from a few years back? https://lnkd.in/gXwXApdd You know, the one that shows the level of quality you get when you give an artist 10 minutes vs. 1 minute vs. 10 seconds? I remember when it started doing the rounds, a lot of creative types used it as an example of how much worse their work is when it's rushed vs. when they get enough time to truly ideate. What's funny is, this isn't even the best depiction of that. Imagine instead if you started by giving someone 10 seconds to draw a *brand new* superhero — one that doesn't already exist. My guess is the result would go something like "Uhhhmmmmm.... I dunnnoo.... (hastily scribbles rough silhouette with a cape)". Then give them 1 min and watch more detail get added. And then 10 and watch really rich character and story elements emerge. I see this a lot in organizations that put a premium on sprints and MVPs. It's one thing to put time constraints on refinement, evolution and optimization of an idea. It's another to rush the ideation itself. That's typically not a good recipe for innovation, since (as my example illustrates) when people are rushed, they tend to regurgitate/replicate the familiar. There is something to be said for putting some time constraints on ideation as a generative exercise. And when facilitated with a focus on lateral connections sparking new combinations, there is a way to hack novelty at pace. But often the main value is in getting all the obvious ideas out of the way, and getting the gears turning in the back of brains to let time do its work of mental marination. Then the real gems that team members can't stop thinking about can be prototyped/MVP'd/etc. Have you seen rapid ideation produce novel concepts (in product, comms, org design, etc.)? Or has it tended to churn out ideas that feel like replications/regurgitations, logical/linear progressions and slight incremental improvements on what already exists? #innovation #creativity #ideation #agile #mvp #prototyping #poc

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The Next Generation Is Not Watching TV," the MrBeast team wrote in many of the pitches. "Traditional media reach older audiences. Next gen consumers have drastically shifted to digital media — and specifically digital creators." Clear. Concise. Honest. YouTube is taking over. TikTok is taking over. The Gatekeepers are losing control. Creatives are now in charge of their own destiny. Brands are now able to create their own entertainment and distribution models. #film #entertainment #business #brandedcontent

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There are many analysts that don’t understand how games get discovered and it always surprises me. Many analysts will say: TV show is good -> so people want to play the game again. NO! It’s more like this TV show is good -> content creators stream game or post clips because studio paid for search on social media and creators know that there is an incentive pump for their audience metrics based on relevant non gaming or gaming adjacent events-> then players return to the game again after getting blasted with online clips that remind them to revisit nostalgia To make this “transmedia” concept work, analysis needs to understand the catalyst AND the algorithm that is deciding discovery. The algorithm is in control or your advertising money is in control. The game developer is not.

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💡 An interesting and highly-likely prediction from Eli Zevin:

AI integration into video production is hot right now. Adobe just announced integrations into Adobe Premiere Pro that would make anyone's head spin: Now we can seamlessly extent shots, add B-roll, remove logos...all good stuff. It's easy to be entranced by new shiny tools but just because you have a pencil, that doesn't make you Shakespeare. Don't forget there's got to be someone on the other end of the tools, approving what AI creates, removes, or combines. Or we let the robots eat themselves alive: AI creating garbage for other AI to summarize... Taste matters. Experience matters. Meaning is the goal. Not all content is created equal. Content is not a commodity. There are feelings involved. Yes, we will be using more and more AI and it is also using us (for training data). But unless this goes full Ouroboros, human's are still going to be in there somewhere and someone will eventually say "nope". Opinions are human. Feelings are human. /soapbox (image by Zarina Oversoe) #AI #AIVideoProduction #ContentMarketing

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🚀 **The Future of the Internet is Spatial!** Roblox is redefining digital spaces, proving the future of the internet is more immersive than ever. With over 78.8M daily active users, Roblox is expanding beyond gaming into social communication, shopping, and entertainment. Key takeaways: - **Growing Audience:** Gen Z and Gen Alpha are making Roblox their go-to media platform, marking a pivotal moment for brands. - **Brand Activations:** With over 400 brand activations, companies are recognizing Roblox's potential in digital commerce. The spatial internet is here, and Roblox is leading the way. Expect more growth and innovation as brands and advertisers embrace this shift. #SpatialInternet #Roblox #DigitalTransformation #GenZ #GenAlpha #FutureOfTech

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The 3 pop-business stories you gotta hear today… #1 Zyn nicotine pouches have a lot of similarities to Juul e-cigarettes • Takeaway: Is it an off-ramp or an on-ramp (to addiction)? It’s both. #2 Nespresso just opened its first experiential store to boost your cappuccino confidence. • Takeaway: Their stores are like a test track, because every big ticket item requires a test drive. #3 The IRS is letting you treat your retirement account like an emergency ATM • Takeaway: If life gets in the way? There may be a way to use your retirement $$ today. And one more thing: The latest Airbnb destination is… the US Forest Service Watchtowers. It's all in today's episode of The Best One Yet.

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Liquid Death, a popular canned water brand, embraced murdering thirst 💀 in its December 2023 Fortnite map 🗺 (see link below). Here’s why that was effective gaming marketing 🎮 🕹. Plus, three facts all marketers should know about brand safety 🛑 in game environments. Fact #1: Play is unreal While playable experiences are deeply meaningful and impactful. One of their most attractive features is that virtual actions are artificial e.g., disconnected from the physical world 🌍. In other words, like Las Vegas, what happens in a video game environment is supposed to stay in its virtual world 🌐. That’s why when Liquid Death released the “Murder Mountain” 🗻 Fortnite map, in which the last player standing is eliminated by “Murder Man,” a character with a can of Liquid Death for a head ☠. The brand activation was greeted on playful (unsponsored) terms by gaming outlets like Dexerto. Since gaming culture recognizes that virtual violence is not the same as real violence. Fact #2: Goals over everything “Murder Mountain” is a survival game. That means the experience isn’t designed to be violent. Instead, it is an ultimate survival test that features (some) simulated violence. We see similar dynamics in Valve corporation's Counterstrike 2 (CS 2), a popular shooter game title 🔫. Where the game’s goal is for a team of five to win maps by combining collaboration with individual skill. So, even though the game presents fictional portrayals of shooting, planting bombs 💣, defusing them, etc. CS 2 revolves around the competitive struggle between two teams (esports), not shooting and blowing up things 🤯. So, while it’s important to consider the content in a game space before associating your brand with it 🤓. It’s also important to recognize that a video game’s presentations 🖥 don’t define the entire experience. Fact #3: Enjoyment is the purpose Unlike other forms of technology, which have functional utility, digital game experiences are designed solely to be enjoyed 😁. Likewise, playable experiences like Murder Mountain are judged on the enjoyment they incite. Where an enjoyable game experience (mostly) justifies its means. As a result, there are less hard rules for brand integration. For instance, Liquid Death’s Fortnite map, requires players to throw cans of Liquid Death, aka a “Chug Splash,” at opponents before eliminating them with typical weapons. Obviously, those gameplay themes are relevant to a brand like Liquid Death - whose tagline is, “Murder your thirst.” However, the only limits are your brand’s comfort zone and risk tolerance ✳. Since pretty anything goes, as long as it blends into an enjoyable experience. >>>>>>>>>>>>>>>>>>>>>> Want more insights on gaming marketing❓ ➡️ Follow the Gaming Marketing Institute 🔔 #gamingmarketing #videogames #brandsafety #advertising #brandmarketing https://lnkd.in/eA9xECJU

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The gaming industry stands at a crossroads as AI technology advances. Jess Hyland, a veteran video game artist, voices concerns over job security amid increasing reliance on AI. Nvidia's impressive AI tools promise to streamline development and boost creativity, but at what cost? Thousands of layoffs suggest a different story, with fears that AI might replace rather than support human roles. The debate intensifies as some hail AI as a creative enabler, while others foresee it diminishing artistic value. Is AI revolutionizing or destabilizing the gaming sector? Will it ultimately elevate or diminish the role of human creativity? Share your views! #nvidia #gaming #smarttech #technology #artificialintelliegence #ai

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I’m here for so many elements of the BBL-Drizzy story… 🥩The beef between Drake and Kendrick that has done so much to put hip hop back on the mainstream cultural radar 💨The prodigious speed and quality of their output 👍The extent to which the world has not just observed but participated via memes, social commentary, their own musical contributions 🤖And now the first cleared sample (by Metro Boomin) from an AI-generated track raising vexing questions about whether that IP is owned by comedian King Willonius who wrote the lyrics and ‘generated’ the melody, the platform Udio whose tech enabled this or the thousands (millions?!) of artists on whose work it was trained 🤯 Ultimately this feels like a sign of our relentlessly paced times. As Billbaord comments… “AI samples offer a solution for musicians in today’s relentless online news cycle. While [Willonius] has made plenty of songs from scratch before, he says AI offered him the chance to respond in real-time to the breakneck pace of the feud between Drake and Kendrick. “I never could’ve done that without AI tools… It’s good for when you dig and can’t find the right fit. Now, you can also try to just generate new ideas that sound like old soul samples.” https://lnkd.in/ekY-AsiK #AI #Creativity #Drakebeef

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Broadcast TV is exactly what it is—"broad" as in reaching people with no interest in your product or service. And many still believe sports broadcast TV (NFL, NBA, etc.) is the answer. NFL viewership has not increased in 10 years, but you're paying 10x more. And worse, your ad reaches fewer people as the NFL now broadcasts on 10 different networks to get more advertisers. Instead, place CTV/OTT ads to reach the audiences you want at a far lesser cost... even during the big game.

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