Right now, the creative industry feels at a jump-off point.
Everything is changing. There are too many desperate attempts to remain relevant. Traditional models suddenly feel outdated. They don’t seem to be resonating with audiences.
Strategy and creativity advocate for critical thinking, self-expression, and new modes of imagination. Yet, an over-reliance on outdated frameworks persists, leading to repetitive outcomes and the same tired, safe, and conformist zones.
The challenge is to allow human creativity to shine through once again. Clients expect a constant chase of content ideas geared towards mass quantity to remain the focus of attention over long periods. Ultimately, this constant pursuit of newness might disguise deeper structural issues, perpetuating an illusion of progress.
We all want to seek new ways of doing things. But this might be just a superficial gesture, contributing to a façade of innovation without addressing the underlying logic of consumerism. True innovation demands a radical departure from the prevailing narrative of commodification and superficiality rather than just remixing existing frameworks.
As digital culture continues to shape mainstream norms, we are pressed to design the future we want instead of being influenced by it.
We need less obsession over data. Data obsession is a symptom of a broader culture of hyper-rationality and control. Why not advocate for a deeper interrogation of our relationship with technology, challenging the very foundations of our reality?
We need to go against the system. As audiences become more educated and attention more scarce, we need to make space for “metaphysical” and absurd thinking to capture and re-enchant them. Why does it feel like advertisers underestimate their audience's intelligence?
We need to reimage new possibilities of creativity to engage audiences and manifest new realities.