The story of AREA 17 by George Eid
Principles over Pixels
Episodes
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Episode 1
A new stage (1991–2002)AREA 17 began like a marathon—with vision, uncertainty, and a long road ahead. It all started with a search for purpose in a changing world.
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Episode 2
Becoming AREA 17 (2003–2005)An idea becomes a philosophy. A logo becomes a company. Two creative technologists become founders of something more than a business.
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Episode 3
Triumph and loss (2006–2011)As AREA 17 grows, success collides with heartbreak. In grief and resilience, a deeper sense of purpose begins to take shape.
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Episode 4
Reinvention (2012–2019)When your approach becomes the norm, what’s next? The team faces a choice: double down on principles or drift into sameness.
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Episode 5
Designing for the future (2020–2024)The world changed. Now comes the question: What do we build next—and who do we build it for? A call to design for lasting impact.
About the film
What keeps us grounded in an industry where trends shift at breakneck speed? What drives us to keep pushing boundaries as the landscape changes beneath our feet?
For 22 years, AREA 17 founder George Eid has navigated these shifts by holding fast to what truly matters—the passion behind his team’s work and the principles that guide it. From its inspired beginnings to its quiet influence, AREA 17 has helped shape the web’s evolution—not by chasing trends, but by committing to lasting impact in a world built to scroll past.
Principles Over Pixels is a documentary that traces that journey. Through moments of professional breakthrough and personal loss, George reflects on what it means to build a company designed to last, and the principles and values that have made it meaningful to him and those who’ve helped shape it.
This is not a highlight reel. It’s the story of how a small company quietly influenced an industry, and a founder’s pursuit of something deeper than relevance: enduring purpose. The film is a meditation on leading with heart, building with conviction, and staying true while everything else accelerates.
Author’s note
Over 22 years ago, we set out to build an agency worthy of a 30-year retrospective—where every choice would stand the test of time.
As we enter our third decade, I wanted to pause and capture our story so far: the work we’ve done, the lessons we’ve learned, and the vision we’re still building toward.
At first, I intended to document our role in the evolution of web design—AREA 17 has helped shape our industry in quiet but meaningful ways. And while self-promotion has never been our strong suit, I wanted to preserve that legacy (maybe selfishly).
But as I began writing, I found myself drawn instead to the emotional journey.
Looking back, I see a heatmap of passion and persistence. I see a group of kind, curious, and courageous people gathered around a campfire. I see a mission grounded in principles and shared values. I see clients we trust and admire. Only then do I see our work.
So I wrote that story.
Credits
Story by George Eid
Directed by Victor Hérault
Art by Purée Maison
- Cinematography: Michael Voinis
- Sound, music, and editing: Victor Hérault
- Art direction: Thomas Tacvorian (Purée Maison)
- Motion design: Alix Mothes (Purée Maison)
- Creative direction: David Lamothe, Martin Rettenbacher
- Script support: David Lamothe, Kemp Attwood
- Special thanks: Hannah Kreiswirth, Alexandre Bommelaer, Mark Jarecke