Made By Beings began as an offshoot of Advantage Agency and was created with a simple purpose. To focus on high-end, creative website design and development without carrying the extra weight that often slows down larger teams.
Founded in 2025 by myself (Sam Petrusma) and Cameron Knight, Beings marks an important milestone in our journey. But the truth is, Beings is not new. Not really. It represents the latest iteration of a business and partnerships that have been evolving for more than fifteen years. It is both a response to the changing landscape and a refinement of our personal goals in business.
Made By Beings exists as a conduit for clients in a world where technological evolution is accelerating. Our aim is to be at the forefront of the creative & tech industry, particularly in AI and automation. We want to find how we can constantly deliver value when “work” and even what it means to be human are both being reshaped. We embrace these tools carefully, balancing ethics with opportunity and seeking ways to raise the quality bar ever higher whilst remaining distinctly human-steered.
We are not a new startup, nor are we simply looking to capitalise on the opportunity AI presents, we are an established organisation that knows how things “were done the old fashioned way”, through human ingenuity and effort. Over the coming years, you will see countless “Vibe” developers, designers and marketers appear – people who lean heavily on AI tools without any technical knowledge or hands-on craft. We welcome the accessibility these tools create, but they raise important questions about quality, security and longevity. We believe Beings is uniquely positioned to navigate this shift, blending new ways of working with the discipline and experience built over a long history.
For me, Beings marks sixteen years in business. My work has taken many forms over this time, and Beings is the most refined expression of my creative and technical interests so far. Although Beings is not solely my story, that is where it began. Many people have shaped this journey, and our history provides important context for why we exist and why we aim to do things a little differently.
A Brief History
2010: beginnings as a Freelancer
After starting in traditional IT, working across everything from building and repairing computers to rolling out networks and server infrastructure, I began freelancing in 2010 to pursue something more creative. Web design and digital services became the natural progression. I was fortunate to partner with my previous employer, giving me access to a broad client mix while I built a client list of my own.
2012: Becoming a Company: Advantage Media Group
This work grew into Advantage Media Group in 2012. I began hiring and building a small team. It was the early days of the modern internet and social media era, and our services grew alongside the needs of our clients.
2015: Cameron Enters the Scene
In 2015 I hired Cameron, a professional-musician-turned-designer and all-round creative genius who had an insatiable hunger for cutting edge creative and tech. From the first day Cam treated the business as if it were his own. He consistently over invested in the work and pushed our creative output far beyond what any small agency had a right to produce. This marked the beginning of the high-creative output we built a reputation for.
2016 – 2021: Growth & Innovation
The team continued to grow. We became a full service digital agency, offering websites, branding, digital marketing and a long list of related services. We had the privilege of working with some amazing clients, from local businesses to government organisations and international brands.
As any small business owner in our industry understands, this comes with both opportunities and challenges. Scaling a generalist agency is difficult, even when it is successful. Eventually a decision had to be made about what shape the business should take to remain sustainable.
2021: Merger with Menace Group
In 2021 we merged with Menace Group to form Advantage Agency. Kevin Spiteri and I became Co Founders, and Cameron moved into the role of Creative Director. Menace was similar in size and scope. Our strengths remained in websites and creative, while theirs leaned heavily into digital marketing. The merge made sense and increased our global presence. It also expanded our focus into strategic services.
2021 – 2025: Shifting Economic Climate
Our portfolio grew, and we welcomed larger brands and strategic partnerships. At the same time, the macro environment became increasingly difficult. COVID created operational and economic challenges that made every decision more complex. Even so, we survived and experienced four years of wins, challenges, growth and meaningful work. I am grateful to everyone who was part of that journey, especially Kev, who shared the responsibility of running an approaching mid sized agency through an unpredictable period. My role as CEO taught me a great deal about business, people and myself.
2025: Beings is Founded
For a number of reasons, explored below, I decided it was time to simplify and specialise in the services I care most about. With Kev’s blessing, I split Advantage’s website division into a dedicated new venture. I left Advantage in Kev’s capable hands and co-founded Beings with Cam. Existing and new clients will continue to work with our dedicated website team – Navia, Liam and our other developers – but Cam and I will be more deeply involved than we were able to be previously. Advantage continues as a marketing focused agency led by Kev, and we continue to collaborate with clients who need both sides.
2025 – AI and the Turning Point
When AI began accelerating at a pace that felt almost unreasonable, it changed the way I viewed my work. My strengths lie in bridging people of various technical competencies with technology. Innovation was always a core pillar of our business, but with technology moving quicker than ever before it became a “fork in the road” moment. We could double down on scale and process, or we could get ahead of the curve and build these technological shifts into our model.
Running a fast growing, multi-disciplinary agency meant my attention was spread across operations, finance, people, sales, process and delivery. AI was moving so quickly that I felt increasingly pulled away from the work I was most passionate about. This is a familiar challenge for many entrepreneurs. Continue scaling and move further from the craft, or return to the forge. Some might view the latter as a step backward, but the intention is what matters. The work itself matters. The value it provides matters.
Cam and I have unwaveringly high standards. Some might call it perfectionism. In a larger agency we became bottlenecks because we could not help being deeply involved in the creative and the details. To scale further we would either need to relinquish control or burn ourselves out trying to touch everything.
Growth phases require increasing energy to sustain. My operational mind wanted to keep building an efficient machine. But a deeper part of me knew that this was not the path I was meant to take.
Cam shared the vision. We needed to return to the joy found in the work itself, where each project feels like a reflection of who we are. We also knew that not every client would be the right fit. Many businesses do not prioritise brand or creative. That is completely fine, but part of our maturation is in accepting that those clients are better suited to other agencies or even DIY AI tools. We needed clients who we aligned with.
Why Beings
Beings needed to be close to the rapidly evolving technology, and it needed to give Cam and me direct involvement in the craft instead of sitting above it. By focusing on specific services – websites, digital branding and design, technical consulting and strategy – we can structure the entire business around these strengths and invest in innovation with clarity and intention.
Beings was not quite a blank canvas, but the closest we’ve had to one in a while. A chance to be fully immersed in the new tools, new workflows and the new ways of working that AI is making possible. Previously our work & client-demands required constant prioritisation. Experimentation and anything that was not immediately “productive” became a pipedream. As creative, inventive & highly conscientious types Cam and I yearn for carving our path into uncharted territory. Now, we are making this a pillar of our business.
Beings is our way of balancing human insight and technical capability. It allows us to tackle larger and more complex projects because we can leverage tools and collaborate with partners more efficiently. We are here to cut through the bloat we see in our industry and help clients navigate complexity with clarity. That is our mission. To help clients understand, navigate and ultimately find value in the AI powered world we are all moving into.
Beings represents a return to the work we care most about and a step forward into a new era of creative and technical possibility. We are excited for what comes next and grateful to everyone who has been part of the journey so far.