The Insight
Percipient thought-pieces and opinions from some
of
the world’s most respected industry leaders.
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Drawing on his experience across documentary, drama and commercials, The Corner Shop director Ashley Francis-Roy explores how filmmaking, acting and constructed scenes can reveal genuine emotional truths.
The imperfect advantage: Perspectives on the cultural tension between authenticity and artifice
As AI-generated content makes it harder to distinguish what’s real from what’s manufactured, how can brands maintain trust and human connection? Daniel Kolb, CSO at GUT, explores the growing value of imperfection.
The biggest threat to authenticity in ads is sameness
Frankie Oviedo, Executive Creative Director at WTA, and TorchHouse’s Executive Studio Director, Ron Berg, argue that emotional truth on screen matters more than literal reality – and that without human insight, even the most polished work risks becoming ‘wallpaper advertising’.
The character outlives the campaign. Can AI keep up?
Founder and Creative Director of Bryan Stenler Studios, Alex Viegas explores how Generative tools make a memorable mascot easier to launch. Keeping that character recognisable, believable and usable across campaigns is a different creative challenge.
The shots Podcast: Top 5 Scariest Ads
It’s spooky season, so Co-Editors Danny Edwards and Jamie Madge explore advertising’s haunted house for a top five scary spot face-off.
Putting menopause on the production agenda
For October’s Menopause Awareness month, the APA and Sorcha Shepherd, EP at Caviar London, have released a draft menopause policy for production companies. Here, Shepherd explains why they created the template and how they hope members will implement it.
You can't design a place that you need to Google
When you're designing a city's identity, how important is local knowledge? Very, believes Liam Edwards, Art Director at AgencyUK Bath. Which is why he thinks local agencies should get a chance to tell the story of their towns and cities.
Question time? We're getting better at getting it wrong
To get the right answer, you have to ask the right question and, as the old adage goes, 'to assume can make an ass out of u and me'. So, asks art director Syed Shuja Hussain, if AI can make an assumption look like certainty, who’s brave enough to reopen the brief?
From product placement to creative partnership: The new age of branded entertainment
Having your brand or product appear in a film or TV show might be great but, says Amy Gardner, Founder of Finite Films & TV, the new landscape of branded entertainment can allow those brands to have much more creative control.