Where the craft actually lives now

The interesting shift wasn't that AI replaced production — it's that it relocated the design work. The judgment that used to happen on set (casting, framing, light, grade) moved into art direction, prompting, and ruthless curation. The taste is still the differentiator; the tooling just changed.

Belle proved a process I now bring to any launch: define the system, direct the tools, ship across every surface — fast, on-brand, and at a fraction of traditional production cost.