Truth, Lies and Work 271: "This Is and Will Always Be the Best Place I've Ever Worked", with Gemma & Xav from Studio XAG
Jan 29, 2026
Xavier Shariff, co-founder and managing director who steers operations and delivery, and Gemma Ruse, co-founder and creative director who leads visionary studio work. They tell the story of starting from freelancing, building a 60-person experiential studio, and choosing sustainable growth. Conversations cover crafting culture through great work, balancing creative and practical roles, and their rule: disagree in the room, commit outside the room.
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From House Share To Studio Zag
- Gemma and Xavier met as art students then freelanced together until projects became too big for one person.
- They formalised Studio Zag after realising their combined work was more ambitious and cohesive than solo efforts.
Complementary Skills Trump Identical Visions
- Complementary skills matter more than identical visions in cofounder partnerships.
- Gemma and Xavier balance blue-sky creativity with practical delivery, switching roles depending on the situation.
The Carnaby Street Boombox
- Their first public use of the Studio Zag name was on a 35-metre boombox facade for Diesel on Carnaby Street.
- The project endured public interaction and respect, proving the value of making something people love.