Sgeul — our story
SGEUL is Gaelic for “story.” It's the only thing we care about.
Every year, thousands of films and series are made with care, craft, and heart — and then disappear into catalogs nobody scrolls far enough to find. We built SGEUL because discovery shouldn't depend on luck. It should depend on how a story makes you feel.
How we got here
The scroll that started it all
I spend Friday night scrolling past hundreds of titles and watching nothing. The stories were there — the connection wasn't. SGEUL began as a question: what if a platform understood how a story feels?
Teaching machines mood
I built our first emotion-analysis models, mapping mood, pacing, tension, and narrative arc across hours of film and television using the TwelveLabs APIs and MCP.
The three Labs
I created three abs — Editorial, Creative, and Operations Labs launched as one platform at sgeul.com — taking users from raw content to a complete, emotionally tuned viewer experience with a rapid monetization product.
Validation and Testing
SGEUL now powers discovery for media operations, ad insertion and recommendations for the CTO of Great American Media and Pureflix (50% Sony venture), helping great stories find the viewers who will love them.
What we believe
Stories first
Technology serves the story, never the other way around. Every model we build starts with respect for the craft of storytelling.
Feelings are data
Mood isn't a mystery — it's measurable. We turn emotion into structured insight platforms can act on.
Every viewer is different
The right story depends on how you want to feel tonight. Personalization means resonance, not just relevance.
Write the next chapter with us
See what emotion-aware discovery can do for your platform.
Explore SGEUL