Skip to content
Extra Cheese

Blog / Field Notes

NOTES FROM
THE KITCHEN.

Workflows, taste tests, lessons from shipping AI-made work at scale. Read by people who actually do the job.

What 1,000 AI reels taught us about hooksFeatured

AI · May 12 · 6 min

WHAT 1,000 AI REELS TAUGHT US ABOUT HOOKS

The first 0.8 seconds aren't art — they're a contract. Here's the data.

Read article
Taste is the new moat

Strategy · May 04 · 8 min

TASTE IS THE NEW MOAT

When anyone can generate, curation becomes the most valuable skill in the room.

Read
We rebuilt our render pipeline. Output 4×'d.

Behind The Scenes · Apr 28 · 5 min

WE REBUILT OUR RENDER PIPELINE. OUTPUT 4×'D.

Inside the model orchestration upgrade no client will ever see.

Read
Brand systems for AI-native companies

Design · Apr 19 · 7 min

BRAND SYSTEMS FOR AI-NATIVE COMPANIES

How to design an identity that survives a million generated variations.

Read
The prompt isn't the product

AI · Apr 09 · 4 min

THE PROMPT ISN'T THE PRODUCT

Why we obsess over evaluation, not just generation.

Read
How we cast AI characters

Design · Mar 30 · 6 min

HOW WE CAST AI CHARACTERS

Virtual personalities aren't models — they're casting decisions with a wig.

Read