We love the process, don’t get us wrong. But not every part of it. So, we built the definitive solution.

Introducing Nurama

Drum roll, please. Ladies and gentlemen, meet Nurama.

We'll circle back to this, but first of, abot of a context:

‍

Our structure is simple yet very effective to us:

We are basically spread across various locations around the world, but gathering our powers together like Voltron (yes, I'm a sucker for old-school hip-hop references).

‍

But the creative workflow isn’t as that straightforward in the creative industry in general. Let me explain:

‍

The Creative Brief: Setting the Stage

Let’s start with how it usually goes.

A client hits us up, shooting for the top. They want jaw-dropping, eye-popping, wild and loud—big-screen dreams that move the crowd. Flashy and fast, with a savage beat; something that hits hard, never skips a beat. Crisp like vinyl, slick like chrome—a visual banger you can feel in your bones. No mid, no mess, just heat and shine; clean-cut motion with a rebel’s spine. They want that flex, that drip, that flame—a piece so sharp, it carves your name. With bars in the frame and rhythm in the cut, style so smooth, it struts when it struts.

‍

Laying the Foundation: Folder Structure

We start by building a clean and streamlined folder structure. Keeping things in order—from assets to styleframes—everything is categorized and kept neat and tidy. Firstly, for accessibility; secondly, to avoid breaking links in our tools.

‍

R&D and Conceptualization: Crafting the Vision

Then comes R&D and conceptualization. This is where the spark begins. We dive into the brief like producers digging through crates, looking for that perfect sample. It’s about decoding the vision, pulling references, building moodboards tight like a 16-bar verse. We explore, experiment, and elevate ideas, flipping concepts until something original emerges. Every thought is layered with rhythm and intent, shaping a visual dream from the raw notes of the client’s ask. It’s not just research; it’s remixing the mood, fine-tuning the tone, and crafting something that hits with style and soul. No templates, no shortcuts. Just pure creative flow.

‍

The Bottleneck: Client Feedback Loops

Now, to show the client our conceptualization.

But here's where the pipeline strain begins. "We want to preview it on platform Y". "And we want to write feedback on platform Z." This takes up valuable production and creative time. Especially when you end up creating accounts across multiple platform to basically do tasks that should be streamlined. This is called The Email and Productivity Blackhole. You are getting hyped by it, and it’s sometimes hard to get yourself out of it.

Imagine repeating this cycle for every review phase until the final delivery. Each iteration adds layers of complexity and delays, diverting valuable time from the creative process, and requires you having one additional account, with additional steps to essentially do very simple tasks : replying to feedbacks, Approving shots, Chatting with clients and in-house mates.

‍

As a funny illustration, here is a non-exhaustive list of Productivity tools we often use in the industry.

Remember: 1 tool = 1 login, 1 setup, 1 more thing to explain to the client. And maybe 1 monthly invoice you forgot about.

‍

‍

Now, these tools are AMAZING, if we look at them individually. They all bridged gap in terms of productivity and production pipeline. They are doing very good at helping us. The issue comes when they stack ip. Perhaps for one project it’s fine, but when multiple ones are ongoing simultaneously, with each doing the same thing but on different tools, it starts to mess things up.

This is why we have built Nurama

A tool for creatives, by creatives, built to lift the weight of admin, logistics, and all that behind-the-scenes grind. So we can spend less time buried in emails, uploads, and collating feedback, and more time doing what we do best: being creative. Dreaming, sketching, building worlds. Telling stories. Shaping visions. Pushing pixels. Directing flow. Crafting mood, setting tone, chasing ideas down rabbit holes till they shine. It’s about freeing the mind to explore, design, animate, write, shoot, edit, and bring the unreal to life.

The Nurama Workflow

All it takes is an upload to the creator space in Nurama. We can view internally with our teams around the globe, and then hit the publish button so the clients can see, comment, add reference or feedback on what we have chosen to share with them. Simplifying the process and making everything seamless. The goal was not to entirely scrap the entire productivity ecosystem. I mean emails are still essential. But at least those that are needed on the production phase, especially for Moodboarding, Briefing, Storing, Chatting, Feed-backing and reviewing. All happening in one place, but with Privacy ( In-house and Client spaces are sperate). Now, it may sound like not a big deal, but trust me. We can’t leave without Nurama anymore. It just sounds like an evidence now, while before, stacking up the tools and switching between them sounded like more obvious and mandatory.

‍

Check out the Nurama if you wanna learn more : https://nurama.com

It is still in Private Beta at the moment I speak but will be on a public release fairly soon. Can’t wait for you to discover how essential that tool will be in your daily workflow !

‍