The Experiment | Air

Posted on Apr 18, 2023

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In March 2023, Air a creative operations solution based in New York City, embarked on a groundbreaking month-long behavioral study into the creative process with the famed Zimbardo School of Human Behaviour in Basel, Switzerland.

The study however was forced to pause suddenly following adverse reactions and troubling allegations by study subjects. The experiment is now pending further review by relevant state and local authorities.

“Air is the fastest way to find, approve, and share content,” said Air CEO, Shane Hegde. “We know there’s an acute need for Air from creatives in both agencies and in-house, and we have been working on better understanding how we can benefit the creative process. The impact of not having Air on these creative directors was catastrophic. It’s my hope that no creative ever has to experience something like that again.”

For more information on this study and how to get Air immediately, please visit

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