BC: Bosky Cherin

He had always thrived in the creative environment—the thrill of campaigns, the awards. But eventually, the glamour began to fade. “I wanted to genuinely help businesses, not just craft ads to win awards,” Bosky recalls. “The vanity of it all started to feel empty.”

This realization prompted him to change course. He met Thomas, a tech-savvy partner with similar values for filmmaking, design, tech, and music, and together they launched both®️, a hybrid studio blending creativity with technology.

“Why ‘both’? He says, “It’s simple—Bo from Bosky and Th from Thomas.”

The timing couldn’t have been worse—a month into the launch, Covid hit. Despite the chaos, they innovated—developing patented tech and collaborating with Stanford and Washington University on global initiatives. “Covid forced us to think outside the box,” he says.

Leaving the stability of a corporate paycheck wasn’t easy. “Going from a regular paycheck to none is terrifying, especially with two young daughters and a family relying on you,” he says.

He found himself juggling Zoom calls while making school lunches and helping with homework; his wife continued her job in the airline industry. “Sometimes, I’d take my daughters to shoots because, well, dad has got to work,” he says. And they got to see what I do,” he says.

The biggest lesson? Resilience. “When no one is there to rescue you, you must become your own hero and figure it out—no matter how hard it gets,” he says. “The mind is powerful. If you believe you can bend the spoon, you will.”

He believes entrepreneurship is a test of resilience, hunger, sacrifice, and passion. “The sleepless nights, rollercoaster emotions, and ‘What have I done?’ moments—you need to be prepared for all of it and keep learning because the learning never stops,” he says.

Today, both®️ works with clients like Christie’s and Rolls Royce, to name a few, delivering creative content, design, and tech-driven solutions. Bosky has also found a new balance—time for storytelling, writing director’s treatment notes, screenplays for upcoming films and series, a show on Youtube, music projects, and adventures with his daughters.

“This journey isn’t glamorous; it’s gritty and real,” he says, adding, “But I’d take real over anything else, any day. The outcome is much more meaningful and rewarding.”

Dubai has been his home since 2006, after working in Qatar and India. He now has more time for the things that matter. “From early morning drives to the mountains to skatepark adventures with my girls, I spend time doing what I love with the people I love.”