We read, we write,
we publish.
Articles for people who want to understand what works — no marketing jargon, no magic promises.
§ Latest Studio Notes · Ethics
Light doesn't ask permission. You do.
On deciding when to lower the camera. Two hours at the East River, in front of a memorial — and a craft lesson no book teaches.
Read article →Case Studies
Hospitality Schwabenhof: how we kept a restaurant from becoming a family cabin.
A Bavarian and Swabian restaurant in Isla, Transylvania. In 2012 we began building its online presence. Six months later, the owner laughingly told us we were making him work. Fourteen years later, we still work together.
Hospitality Our first social media client. Before the manual existed: 8 years at Darina Hotels.
2010, Târgu Mureș. The agency's first SMM client, at a time when social media marketing wasn't a profession. Eight years of partnership, the chain expanded from 7 to 16 locations through the 2009–2010 crisis. The engagement numbers no longer exist — the business expansion is the empirical proof.
Hospitality How we grew Dunărea Resort's direct bookings by 273% in 4 months
After a roughly €2 million transformation and a 4-month campaign, Dunărea Resort's direct bookings grew by 273%. How it happened — and what still doesn't work.
Real Estate From the first drone shot to 47 apartments sold: storytelling for a residential developer.
Two years of construction-site documentary (photo/video + drone) and dedicated Meta campaigns. Result: 47 apartments sold direct, before the legal pre-sale model changed.
Restaurants Copita: locations, menu, atmosphere — 12 months of photo production for a London brand.
A 12-month engagement, three London restaurants, and a simple brief: photo for Facebook and Instagram, focused on three directions. About what 'production only' means when done with discipline. And about what, honestly, we didn't do for them.
PR A public institution, before and after: anatomy of a communications overhaul.
From 'nothing moves' to a weekly editorial calendar and daily content output. Three parallel communication plans — institutional, farmer, consumer — in the context of Romania's OECD accession. Including two parallel forms of consumer skepticism, addressed directly.
Strategy
Strategy Editorial calendar for a 5-star hotel: what to post, when, to whom.
Four content pillars, with an honest ratio. A seasonal calendar. Realistic frequency. Based on six years at Grand Hotel Italia, Cluj (2014–2020): photo production + editorial content, predominantly organic, with punctual ads for events.
Real Estate 7 communication mistakes residential developers make in 2026.
Why pretty renders don't sell anymore, what replaced the printed brochure, and why TikTok could bring your first buyer. Seven concrete patterns we see at the developers we don't work with.
KPI Why 'brand awareness' isn't the right KPI for a new restaurant.
Three metrics a new restaurant should actually watch — covers per service, CAC, 60-day return rate. And why engagement rate isn't one of them.
Studio Notes
Practice "It's on Google, so it's free" — and other myths about image usage rights.
The most common trap in content marketing: a client asks you to use an image from Google. It almost always has an author with copyright. A few image categories, a few risks, and what we do when the client insists.
Studio Why we don't work with more than 12 clients at a time.
The arithmetic of an agency that chose not to grow past its cap. What you gain when you decline gracefully, what you lose when you say yes to the 13th. And why 12 — not 10, not 15.
Technical Drones & golden hour: when it really matters, and when it’s just aesthetic.
The real 30-minute window, the planning you never see, when to avoid golden hour, and why ~60% of our commercial aerial frames are at sunrise or sunset.