Even the architects of our digital world are drawing boundaries.

Bill Gates famously banned smartphones at the dinner table and limited his children’s screen time until their teens.

Steve Jobs didn’t let his kids use
the iPad.

Sundar Pichai and Tim Cook have both spoken about screen-time balance and “tech-free zones” at home.

When the people who built
the tools for connection are now advocating for disconnection, it’s a sign of something bigger:
we’re collectively realizing that connection without intention becomes consumption.

A love letter disguised as a campaign.

To promote the “Valérie”, the newest addition to his bag collection, french designer Jacquemus, who named the bag in honor of his mother, tapped Charlotte Le Bon for the digital campaign.

Rather than make it all about the bag and the inherent luxury of the Jacquemus universe, the campaign went a completely different route: breaking the fourth wall and catapulting the audience back to their childhood, watching their mother go about everyday life.

Notably, through the Service95 Book Club, readers are encouraged to disconnect from their screens, pick up a physical book, and reconnect not only with ideas, but with each other.

It’s a digital platform that paradoxically champions stepping away from the digital.

When digital spaces inspire real-world reflection, connection becomes conscious, not compulsive. 
A choice made with intention, not impulse.

It’s no longer about keeping up, but about slowing down long enough to care.