Jefrë

Mm-hmm.

Mm-hmm.

So brands are now looking for creators outside of within their own companies to collab with them.

And you could see it with artists as well.

Like you see all these amazing artists that are just like even Jeff Koons and, you know, he's the largest living artist, you know, $91 million for that bunny wrap.

But then, you know, he's also doing things with H&M and Louis Vuitton.

And so, you know, brands are starting to look at us as people, as leaders that sort of move culture, inspire culture, and at the end of the day, move product.

So it's more than, you know, so it's being published in my homeland, the Philippines.

And it's not necessarily a coffee table book that shows the history of all my work.

Yeah.

That's easy.

You can do sort of an architectural book of pretty pictures.

But it's divided into three chapters.

It's divided into my...

me growing up in the U S uh, sort of my heart attack story and then coming home.

Um, and it's written by three different amazing authors, sort of like as a Q and a, and then we have this dialogue like you and I are doing, um, and then has inserts of my history of my childhood of my home in the Philippines.

Um, and it talks about my journey to, uh, like to connect and to create these moments and memories, um, to inspire, um, and,

And then you kind of at the end see all the big work, you know?

So in the beginning you see the big work, but it sort of goes backwards.

Like I just, you know, show the journey of how I got to the, to the big work and the big work and the pictures are secondary to the words.