Joshua J. James isn’t sure whether or not we’re living in a simulation. He is sure, however, that he was programmed to make sense of it as an artist, designer, and producer. Born of ones and zeros [10/10/00] and named with the 10th initial³, James is a student of the journey from 0 to 1: the work of turning progressive ideas into concrete realities by finding the truest expression innate to their Source code. His practice is multi-sensory, spanning visual media, immersive storytelling, technical interactivity, and live experiences. In 2023 James launched his cultural branding studio, OTHER®: an inquiry into how design and strategy can be used to challenge binary thinking and give emergent entities the language through which one can understand and identify with them—and in doing so, discover their Self(s). He earned his B.S. in Marketing at the University of Illinois Urbana-Champaign, and has since led creative teams behind the launch of brands like the Museum of House, Chicago Fashion Week, Democratize Intelligence, and Honors Fund. He now lives in San Francisco, CA.