Nothing changed.
SLS Barcelona is leaving the portfolio.
And for some reason, that made me open my iPhone notes and scroll all the way back to 2019. To the moment when all of this… didn’t exist yet.
It wasn’t a plan. It wasn’t even a decision. It was just a bunch of thoughts I was writing down, mostly on planes, either going somewhere or coming back. Which probably explains why they feel a bit intense. Something about being at 30,000 feet makes everything sound more important than it is.
Reading them now made me smile.
They’re naive in parts. A bit dramatic in others. There’s definitely a version of me there that thought he was about to fix marketing.
But at the same time… they’re surprisingly clear.
Back then, I wasn’t trying to build a company.
I was trying to understand what felt off.
Not in a big, dramatic way. Just that quiet feeling that something doesn’t fully make sense anymore. The way things were being done, the amount of noise, the focus on doing instead of thinking.
So I wrote.
Not to publish it. Just to make sense of what I believed in, what I didn’t, and what kind of work I actually wanted to be part of.
Looking at it now, I’d recommend that to anyone.
Just write. Capture how you think in a moment in time. It doesn’t have to be perfect. It won’t be. But it will be honest.
Of course, I also did what everyone does at that stage.
I tried to do everything.
The services list I wrote back then is quite something: strategy, social media, events, design, training… I basically offered the full menu. I’m surprised I didn’t include catering.
But even in that mess, there was something consistent.
Keep it simple.
Create value.
Don’t follow the market.
Do work that actually matters.
That part didn’t change.
At some point, I even built a website.
Nothing like what it is today. But it existed.
And then it just… stayed there.
For years.
I paid for the domain, the hosting, kept the email active, changed a few things here and there. Always thinking I would do something with it at some point, but never fully committing.
I remember wondering if Everything Now was just going to live there. As an idea. As a side thing. Something I’d talk about but never actually do.
Because the truth is, it’s very easy not to.
Especially when you’re in a place that works. Structure, brand, security. It’s comfortable. And that kind of comfort is addictive.
I also remember showing the idea to people.
Trying to explain what it was, what it could be.
And getting poker faces.
Every single time.
To this day, I have no idea what they really thought.
Then January 2025 happened.
And suddenly, it was real.
Not perfect. Not fully defined. But real.
And SLS Barcelona was the first project.
Looking back, I don’t think I could have asked for a better starting point.
Because it didn’t just give me a client. It forced me to rethink everything.
That project reconnected me with something I had lost a bit along the way.
The reason I like marketing in the first place.
Not the structure, not the reporting, not the layers; but the actual work.
I got to do things I had only seen from the corporate side.
Partner with Primavera Sound.
Build concepts like Caro Luna.
Work on shoots, press trips, activations.
But more importantly, I got to feel what our clients actually feel.
The pressure.
The speed.
The ambiguity.
The fact that you’re constantly making decisions without having the full picture.
And that’s where something clicked.
Because a lot of the things I thought mattered… didn’t.
It’s not about perfection.
It’s not about having everything figured out.
It’s about finding clarity.
Setting a direction.
Getting people in.
And then fighting for traction.
That’s the job.
Working with Nacho, Isabel and Angels made that real.
They trusted something that was still being shaped.
And in doing so, they didn’t just become a client.
They helped define what this actually is.
They showed me what value really looks like; not in a deck, not in a strategy, but in the day-to-day. In decisions. In trade-offs. In moving things forward when things are not clear.
And now that they’re leaving, it feels like a natural moment to look back.
Because everything has changed since then.
The studio is not the same as it was in January 2025.
The work is not the same.
The way I think is not the same.
My life is not the same. In any sense.
But when I go back to those notes, I don’t see a different idea.
I see the same one.
Just less precise.
Less structured.
A bit more emotional.
But the core is there.
I think that’s the part that stayed with me.
You don’t build something out of nowhere.
You refine it.
You test it.
You break it.
You rebuild it.
And somewhere along the way, it starts to make sense.
Everything Now is still changing.
And I think that’s the point.
Nothing here is fixed.
Not the studio.
Not the work.
Not me.
So no, nothing really changed.
–Yamil Errasti / Founder
(And yes, this was probably written faster than it should have been with the help of ChatGPT.)
