Early 2021, Phoenix Labs opened a studio in Montreal. The mandate was clear: build a new IP with a new team, in a fast-paced growing company. In this talk, Sebastien Lambottin and Anne Gibeault will explain how they navigated through these multiple and complex challenges, focusing on how they build their team's culture mainly around playing often quick and dirty prototypes, and how this methodology helped setting new processes and new ways within the entire company.