Johan brings a photographer's eye and a studio operator's instincts to the conversation. He talks about how the role of the studio team has broadened significantly, and why adaptability has become as important as technical skill. He is direct about the hidden complexity of video at scale, from sample fit to post-production workflows that have never quite caught up with the pace of stills. On AI, he points to the reputational risk brands are taking when they move fast without thinking through the consequences, drawing on a real example of a model who sued over unauthorised use of her likeness. His core argument is simple: if you take care of your team and get the fundamentals right, almost every challenge the industry throws at you becomes manageable.