Six months ago, I closed down the operations for Schédio in India as an advertising agency to rebuild it as a digital media company in the United States. And I started writing about the transition on Medium to, in a way, document the evolution of the company.

When Schédio first started back in 2012, I was the product we were selling. I was the designer, I was the copywriter, I was the art director, I was the filmmaker. Most of the times, I credited other people just so that Schédio doesn’t look like it’s just me. Over the next few years, we’ve done what I consider to be some of the best work in advertising in the Indian hospitality industry that shaped how hotels in India are approaching marketing today. And along the way, we had the opportunity to collaborate with some of the finest artists that I’ve had the privilege of meeting and calling my friends. But no matter how the company grew and who we were collaborating with, the major decisions were still centered around me.

In many ways, the biggest factor that led to the intense want to change the DNA of the company has been the desire to make the work we do more than about what I think is right. As an ad agency, I was always accountable to the brands we were helping build and I could never really hand over the reins completely to anybody regardless of the size of the project.

Over the next few years, our biggest focus is going to be talent and culture. Finding the world’s finest artists, both known and undiscovered (sometimes even to themselves) and putting them in an environment where they can collaborate, create and celebrate.
Excerpt from Schédio: The Intersection Between Art and Commerce

The beauty of starting fresh is that it’s not a refresh button, it’s an opportunity to reassess what you’ve done, what you want to do and how you want to get there. Sometimes how you want to get there might be completely different than what you’ve done, but if it can accomplish what you want to do in a better way, what you’ve defined yourself as until that point shouldn’t hold you back from taking that leap.

Today, we’re taking one such leap. We’re abandoning our entire growth strategy to build one single product called Play.

Play is a subscription-based streaming service for cinematic virtual reality content. To explain that in a simpler way, think of it as Netflix for cinematic VR movies, documentaries and series.

All our efforts from now are going to go into figuring out how to innovate and progress virtual reality from the “experiences” that they are dubbed as today into a commercially viable medium of storytelling.

“Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do.” — Steve Jobs

The world is about to witness an era of unabashed innovation. We’re looking forward to helping that era progress further and faster than it would have without us.