about
we run the engine
that builds & reads identity
the Reader (the wedge)
examines brand surface and fixes
what’s not working. paying clients from month 1.
Project Participant (the platform)
autonomous identity, model - native. first release in pre-
production.
Founded in Paris by Mikhail Galustov, an Emmy-winning filmmaker
with 27 years across documentary, editorial, and brands.hbo · nat geo · arte · vice · rolling stone · the new yorker · xiaomi · dior
mikhail galustov is an emmy-winning filmmaker and the founder of schema theory. having worked in nearly every role on large and small sets, he brings a thorough understanding of the process of production. he built schema theory as an ai-first production agency that combines research, production and data. the three are built to compound: research directs production, and the output becomes data that sharpens the next cycle.
