in the heat of action, much like when we disregard the flames to save lives, the digital media landscape is like a building yet to be fully explored. just before the alarm bell rings, pre-starting initiatives give us a glimpse into what's possible, urging us to consider proposals that might otherwise remain unrevealed. it's a constant challenge to reinvent from scratch, to find new paths through smoke-filled rooms of content, revealing what was once unseen to the world.