The Insight
Percipient thought-pieces and opinions from some
of
the world’s most respected industry leaders.
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Tabitha Onofri, Head of Studio at FIN Studios, argues that, when used thoughtfully and intentionally, AI can enhance and enliven stories without compromising authenticity, particularly when time or budget constraints would otherwise limit creative ambition.
Agencies have too many waiters and not enough chefs
Michelin star restaurants have three cooks to every waiter. So why do advertising agencies have a structure where creative is outweighed by other departments? Tom Elliston, CEO at LOLA Madrid, explains that too much agency process is taking away from the important creative work.
Can AI-generated food really get the tastebuds tingling?
Olaf van Gerwen, Founder & Global Creative Director at Chuck Studios, finds that AI-generated food may be everywhere, but our finely tuned appetite for the real thing means even the smallest synthetic slip-up can leave a bad taste.
How an agentic AI course changed my mind about AI adoption
Rather than seeing artificial intelligence as a threat to her job, FIN Studios Head of Studio, Tabitha Onofri, chose to understand it. Now, she believes it can be a huge benefit to the role she - and others - have; you just have to know where to start.
Fear and loathing in artificial reality
Ben Smith, a visual storytelling veteran, Co-Founder and ECD at The Mayda Creative co., explores the cultural tension between authenticity and artifice as he journeys through the artificial landscapes of media production.
Greenhushing or greenshouting: How to market the message of climate catastrophe
As we face up to the alarming realities of climate change, Tracey Lee, Strategic Advisor to Creatives for Climate, answers questions about how the ad industry can put its influence to good use by creating awareness and change without causing panic.
The best brand characters have strings attached
Drawing on her experience creating a brand spokespuppet, Eli Vasiliou, Creative Director at Thinkingbox London, explores why puppets make such memorable advertising characters, and how physical craft, human performance and a little unpredictability give them particular appeal in an age of AI-generated perfection.
Can audiences connect to synthetic characters?
Oriana Tinti, creator of Victoria D. the AI-generated protagonist of an online drama series discusses AI and the tension between emotional truth and digital imagery.
Be more Bosch: Why marketing needs more emotion
Making people feel something is the aim of both art and advertising but, says Annie Harte, Audience Strategy Lead at eight&four, the latter usually relies on highlighting one specific emotion; happiness. So, what if advertisers embraced the approach of 15th century artist Hieronymus Bosch, and targeted the gamut of human emotions?