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In 2009 Jeff Bezos famously told Amazon’s shareholders that “advertising is the price you pay for having an unremarkable product or service." In 2014 Amazon produced its own TV ad for the Fire phone so maybe Jeff didn’t intend for it to be taken too literally, or enough had changed in the following 5 years that it didn’t count anymore.

Coming up with a name for our new company took a while and a flip chart full of crossed out possibilities. Beautiful Everything arrived out of a conversation about the scene in American Beauty where a plastic bag blowing in the wind is captured on film as an articulation of how the beautiful and fascinating can be found all around us in everyday objects and moments of wonder. We are interested in how beauty can be found in the most unexpected things. We’re interested in how technology and digital experiences can help find that beauty and bring it to life; how beauty has a fascination through revealing some sort of human truth or insight, and makes people want to spend time experiencing it and reflecting upon it.