We started posting this week. Properly, on purpose, as a studio, to people who don't already know us.
I had assumed the hard part would be having something to say. It turns out we have plenty to say. The hard part is saying it to nobody and carrying on anyway.
For over a year our audience has been the four of us and a couple of patient friends. Everything we shared got an instant, kind, slightly biased response. Now we put something out and it just sits there. A handful of views. One or two strangers who might be bots. It's not that it flopped. It's that there's no feedback at all, and I hadn't realised how much I'd been leaning on feedback until it went quiet.
The small numbers mess with your head in a very specific way. You know they're small. You know everyone starts at zero. And you still refresh the page and feel a little pang when it hasn't moved. I've had to have a quiet word with myself about that, and then refresh it again.
What has helped is changing what we think a post is for. We were treating each one like a tiny announcement, which is a lot of pressure to put on a Tuesday afternoon. Now we treat it more like leaving a note on a door. Here's a thing we're working on, here's something that went wrong, here's what the office looks like today. Nobody needs to be impressed. They just need to see there's a person in here.
We're also being careful, obviously. There's a lot we're keeping under wraps and there'll be a proper time for it. It's a strange skill, talking warmly and at length about a project while leaving out every interesting detail. I think it's the same muscle as the trailer, and I'm about as good at it.
The odd upside is that it makes us sharper. When you can't lean on the exciting specifics, you have to say what the work is actually like. Which, it turns out, is what I'd want to read anyway.
Someone replied to one of our posts on Sunday. A real person, with a real sentence. We passed it around like a photograph of a newborn.
— Thiago, and a very small but enthusiastic crowd of four
Posted by Thiago Moreira · September 29, 2026
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