gershon began working in the music industry before “content” became a catch-all term for everything. at the time, it was simply called marketing. for benji, he simply calls it "the creative", and it remains to be the least important, most important thing.

amitybloc operates somewhere between ideas lab, video storytelling, and damage control, producing work that is often fast, occasionally polished, and always aware of the conditions under which it was made. constraints are treated less as obstacles and more as raw material.

the studio works with brands, artists, and labels who need things to exist yesterday, but feel like they arrived from the future. process is rarely hidden, partly out of necessity and partly out of principle. ideas are built, dismantled, repurposed, and sometimes left visibly unfinished if that version tells the truth more efficiently than a refined one.