PUtting
First
isn’t just a slogan, it’s a solution for the post AI world.
We need to focus on what makes us uniquely human. Connection will be the currency of the new world, and we need to work together, creating, telling and documenting the story of human connection. PHF exists to do exactly that through photography, film, apparel, events and collaboration.
The thing AI can never replace is the intangible feeling of collaborating with your fellow humans, whether that is sharing knowledge, experiencing music, trying on the latest fit or lifting up the people around you. PHF’s aim is to facilitate those intangible moments while capturing every one of them.