Standing in the metro in Madrid, watching around me. 80% of people scrolling. It’s interesting to watch their behaviour. They scroll, scroll, scroll. See something they like. Like it fast, watch 10 seconds more, and scroll on to the next. They will never think about that short again. It makes me realise how bad shorts are at one thing. They’re great for a very quick dopamine hit, but for turning someone from a stranger into a fan, they’re terrible. With Final Bosu, we’re going all in on long form. Someone sitting at home on their TV, watching a 10-minute episode, then following it episode after episode. Shorts will still be there, but only to pull people in and bring them to our long form. We want to make an impact, and with shorts alone we’ll never get there.

Against all odds