Liminal Shift was born out of a simple but powerful realisation: the creative industry was at a breaking point. New tools—especially AI—promised revolutionary change but often delivered frustration instead. Overwhelming, inconsistent, and overhyped, these tools created a cycle where every innovation seemed to render the last obsolete. It wasn’t just frustrating—it was paralysing.

One ambitious project forced us to rethink everything. It pushed our creative team to its limits and revealed the true strengths and weaknesses of AI. The realisation was clear: success didn’t lie in mastering every new tool but in building adaptable, transferable skills and understanding where AI could enhance what we already did best.

This sparked a mindset shift. Instead of chasing every trend, we developed a methodology for navigating the ever-changing landscape of creativity and technology. By focusing on inputs, experimentation, and real-world objectives, we crafted a system that dynamically evolves with new tools. The results were unexpected.

Our process didn’t just make us more efficient; it freed us to be more creative and experimental, all while delivering better results for our clients. Improvement became an exciting journey, and the creative process became more dynamic and fulfilling.

This moving threshold—where creativity, technology, and practicality converge—is the essence of Liminal Shift.

We were sat on a moving threshold, and the name "Liminal Shift" was born.

As we refined this approach, we realised it wasn’t just a solution for us. It was something others could benefit from too. That’s why we created the AI Dojo: to share the mindset, tools, and processes we developed, helping other creatives and organisations cut through the noise, adapt confidently, and rediscover the joy of creating.

Today, Liminal Shift is more than a creative agency. It’s a philosophy—a way to embrace, explore, and thrive in the future of creative work.