The Story of Basil: Why We’re Building Technology to Bring Us Back to the Street
On September 13th, I took the stage at AI Ultra Festival at Soho House Hong Kong to share what basil & friends has learned since Basil's first walk — from a rescue dog in Shenzhen, to a custom pet collar projector in over 26 countries, to what we are building next.
A Dog Is Not a Hobby, It's a Lifestyle
I've spent much of my life moving across cities and continents — San Francisco, Beijing, Berlin, Bangkok, and now Hong Kong. While living across the world is an exhilarating experience, modern nomadism carries a quiet tax: the gradual erosion of belonging.
That changed when I adopted a rescue dog named Basil. He pulled me away from screens and dragged me back into physical reality. Suddenly, the anonymous streets had names, familiar smiles, and warmth. A dog anchors you to the pavement beneath your feet — and, as it turned out, accidentally starts a company.
Meet Your Neighborhood
When we designed The Spotlight, we wanted to build the opposite of screen-based distraction. Not another notification. Not another app. Something that throws your attention outward — onto the street, toward the people standing right in front of you.
In Hong Kong — one of the densest and most hurried cities in the world — clipping on The Spotlight turned ordinary walks into unscripted neighborhood dialogues. Strangers looked down at the pavement, saw a name and a portrait glowing softly beneath a dog, and stopped. They smiled. They asked: "What is that?"
That street-level smile is the entire product. Everything else — the optics, the custom lens, the real-time 3D preview engine — exists in service of that single moment.
"Seeing Summer's face and name projected on the sidewalk makes every evening walk extra special. We've already had several people stop to ask about it."
— S.A., United States ★★★★★
Designed to Disappear Into Your Life
One of the questions I get most often is: "Does it fit my dog?" The answer is always yes. The Spotlight clips onto any existing collar or harness — no breed restrictions, no size chart, no adapter needed. Whether you have a Chihuahua or a Great Dane, it just works.
Before you order, our real-time 3D preview engine lets you see exactly how your dog's name and portrait will look as a projection — no guesswork, no surprises. What you see on screen is what lands on the pavement.
And when the seasons change, or you simply want something new, the lens swaps out in seconds. One device. Endless versions of the same dog you love.
Growth Through Trust, Not Algorithms
In our first 90 days, with $0 spent on paid marketing, Basil's little light travelled to over 26 countries. But virality is just a spark. What we are really building is a home for those who celebrate this irreplaceable bond.
We don't want to spend capital on ad auctions. We want to invest it back into the communities that matter:
- Co-creating a high-visibility boundary projection with Swiss champion para-athlete Amanda Weizenegger and her guide dog Charlie.
- Equipping Lithuania's pioneering guide dog, Gio, with The Spotlight.
- Supporting rescue fundraisers from Piedmont, Oklahoma to Bangkok.
Our Service Dog Edition donates 10% of every net sale to guide dog schools — because the dogs doing the most important work deserve to be seen, literally and otherwise. You can read the full story behind that decision here.
Looking Ahead: Project Ember
Every pet parent lives with two kinds of separation: the ordinary ones during a busy day, and the inevitable parting that comes with their shorter lifespans.
Our companions may not be with us for our entire lives, but the connection we share with them is enduring.
Project Ember began not as a product brief, but as something much smaller and more personal. During our time in Bangkok, a dear friend lost her dog, Chaco. I wanted to do something — not to fix the grief, but to hold it gently. So I built a demo: a soft ambient reflection of Chaco, designed to sit quietly in her home. Not a reminder of absence. A presence that remained.
That is what we are building. Project Ember — ambient spatial reflections designed to ensure that the quiet flame of companionship never fully extinguishes, preserving life's most precious memories as a gentle, permanent warmth in our homes.
Home is never a set of walls. Home is wherever your loved one is.
Thank you to everyone in our community who believed in a little rescue dog and a projection collar. We're just getting started.
The Product That Started It All
The Spotlight
A custom pet collar projector that displays your dog's name and portrait on the ground as you walk. No app. No Wi-Fi. No setup. From USD $69.90 — free global shipping on orders over USD $75.
SHOP THE SPOTLIGHT →Frequently Asked Questions
What is AI Ultra Festival?
AI Ultra Festival is a technology and culture event bringing together founders, builders, and thinkers exploring the intersection of ambient technology, AI, and human experience. basil & friends presented on stage at the 2026 edition, held at Soho House Hong Kong.
What is Soho House Hong Kong?
Soho House Hong Kong is a private members' club and creative workspace located in the heart of Hong Kong, part of the global Soho House network. It serves as a gathering space for founders, artists, and cultural figures across industries. AI Ultra Festival 2026 was hosted at this venue on September 12-13th.
What is Project Ember?
Project Ember is basil & friends' next product chapter — an ambient spatial reflection system designed to preserve the memory of a beloved pet after loss. It began as a personal demo built for a friend whose dog, Chaco, had passed away in Bangkok. It is currently in active research and development. Details will be shared with our community first.
How did The Spotlight reach 26 countries without paid advertising?
Entirely through community and word of mouth. The Spotlight creates a visible, shareable moment on every walk — strangers stop, ask questions, and the story spreads naturally. We reinvest our resources into service dog partnerships and rescue communities rather than ad spend.
Does The Spotlight work for all dog breeds and sizes?
Yes. The Spotlight attaches to any existing collar or harness, regardless of breed or size. No adapter, no compatibility questions — just clip it on and walk.
