There are no rules about leaping into the NEW… because no one has been there before. 

There are no rules about leaping into the NEW… because no one has been there before. 


Venturing into the unknown is one of the most amorphous experiences one can possibly pursue.

For me, I can honestly share it has been an addiction, most of my life. Certainly, for as long as I can remember.

The aphorism today came from my mother’s best friend. She said it to me when I was about 16. and it connected so deeply for me that I wrote it in my quote book and have never forgotten it. When I heard her say it, I realized it was what I loved so much about being a photographer. My father had taught me the art of taking pictures when I was very young, and we experimented with any technique that Photographic and other magazines would publish. I was consumed with trying what they did and then going much further from there, with my flavor of whatever they had tried. Standing on the shoulders of these giants, I was able to see further and find my way into the unknown.

I had a partner who is working with me on a project at the moment, ask why he would willingly take on such a monumental task in such a short time frame. The answer is obvious. In working on the IMAX Film, Everest, and talking with our climbers, they all gave one reason for their motivation to risk their lives against such an almost impossible ambition…. Because it is there. 

That is the sum total reason.

Jumping into the NEW carries a mystique to those who crave it, because it is limitless. We live in an unparalleled time in artistic history. There have never been more tools, systems, technologies, interactions, engagements for a creative person to interact with, than  there is, right here and now in 2023.

I have watched a lot of art-oriented technologies emerge in my time. The Illusion Factory has beta tested and lead the road on the development of artistic expression, in many of them. Just because someone has a tool, does not make them an artist. Just because someone has a metaverse doesn’t necessarily mean they have the vision as to what to do with it. The metaphorical white canvas of Spielberg, Tarantino and Scorcese delivers very different results.

People are drawn into the NEW in all walks of life, in all industry verticals… it is a calling. There is an inescapable lure to the prospect of doing something before others… Of being the pioneer in new territory. In breaking new ground.

The opportunity to explore without any limitation is such an irresistible attraction, it has been the single greatest cause of human evolution since our rise from our early mammalian ancestors. We are perpetually curious creatures, and that curiosity is what has accelerated us to our current moment of opportunity, freedom and experience.

If you feel this calling, you must start with the core tenet…. There are NO RULES.

Happy Saturday!

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Written by Brian Weiner
When I was 5 years old, I discovered that the lemon tree in the backyard + dixie cups + water and sugar and I was in business. I have been hooked on that ever since. In 1979, I borrowed $14,000 to create a brand new product... photographic greeting cards with no text on the inside, called Paradise Photography. That was the start of The Illusion Factory. Since then, The Illusion Factory has been entrusted by all of the major studios and broadcasters with the advertising and marketing of over $7 billion in filmed, live, broadcast, gaming, AR, VR and regulated gaming forms of entertainment, generating more than $100 Billion in revenue and 265 awards for creativity and technology for our clients. When I took a break from film school at UCLA to move to Hawaii, my mother did not lecture me. Instead, she took 150 of her favorite aphorisms and in her beautiful calligraphy, wrote them artistically throughout a blank journal. That is the origin of the Lessons from the Mountain series. Since then, on my journeys to the top of a mountain to watch the sunrise, I have spent countless hours contemplating words of wisdom from the sages of all races, genders and political persuasions, constantly accumulating the thoughts to guide me on my life path. I hope you enjoy my books. Please let me know your thoughts, as I highly value your feedback!