At WOW, we transcend categories and media to explore expressive possibilities, guided by our philosophy of “creating moments that stir the human heart.” The uniqueness and creative urges of each individual on our team have always been the foundation of our diverse forms of expression. In an era where the value of creativity and production processes faces increasing scrutiny, we are launching the “I.CEBERG Project”—a bold experiment to reaffirm their importance. ▶︎ I.CEBERG website What is the I.CEBERG Project? An individual’s “impulse” resonates with others, spreading through society and inspiring change. This project bridges individuals and communities, deepening creative work through an organic flow between personal inspiration, team collaboration, and organizational engagement. I.CEBERG also challenges conventional notions of efficiency, embracing irrational and inefficient processes to amplify learning and discovery. By intertwining personal impulses with unconventional methods, WOW aims to foster more varied, multi-layered expressions as a visual design studio, while exploring whether this process can become a medium for sharing fresh perspectives and enriching the world. Background of the Project The rise of generative AI and the evolution of creative platforms have led to an explosion of content production, accompanied by sophisticated algorithms that deliver hyper-optimized, preference-driven content to users. Meanwhile, in the realms of business and creation, AI-enabled collective intelligence shortens the path to output. While these advances bring convenience and efficiency, they also raise concerns about the mass production and fleeting consumption of creativity, the stagnation of taste, and the potential loss of the essence found in creative processes. Against this backdrop, we have revisited how we approach creation—and how a visual design studio can serve as a catalyst for new perspectives and dialogue in society. Our Approach to Creation Rather than deriving creativity from trends or market-driven insights, I.CEBERG delves deeply into the primal impulses of individuals. These impulses are refined through team collaboration and embraced by the organization in an iterative process of transformation. 　 Trial and error—marked by wandering, fluctuation, and redirection—is a necessary process to unlock leaps in learning and creation, leading to richer expressions. I.CEBERG aims to serve as a playground for experimentation, where through intentionally avoiding process optimization, we create space for irrational, inefficient methods that heighten the chances of encountering new insights. Future Developments Five creators will each produce works inspired by their own impulses, with their creative processes shared regularly through our owned media. This will allow audiences to witness how these works evolve, shaped by their surrounding environments. We plan to showcase the completed works in an exhibition in summer 2025. ▶︎ I.CEBERG website ▶︎ I.CEBERG Instagram