1. Advertising made with the eye of an artist, the hands of a craftsman and a working fluency in AI, so that people choose to give it their time.
Advertising is dead.
People can spot an ad from miles away. Art earns their time instead. And now that AI can make anything, what matters is knowing what is worth making: art, craft and AI literacy, held to one standard.
This is what I believe in. Artvertising.
Continue reading the manifesto →Lessons in Artvertising.
Ideas worth stealing, on strategy, craft and the new era of advertising.
Advertising is dead. Most ads just haven't heard yet.
Nobody wakes up wanting to see an ad. And now that AI can make anything, the only work worth making is the work people choose.
Real or AI is the wrong question.
The future of production is not shot or generated. It is both, and the craft lives in the seam.
Your brief is lying to you.
Every brief is an answer someone already guessed. The work starts when you find the question it came from.
Your data has never met your customer.
We have never had more data about audiences, or understood them less. Insight is still a human act.
You can't discount your way past pride.
People do not only ask what a choice costs them. They ask what it says about them.
The crop is killing your idea.
McLuhan said the medium is the message. On a phone, the format is the idea, or the idea dies in the format.
Stop translating your ads.
A translation carries meaning. An original carries feeling. Bilingual audiences can always tell the difference.
Kill the approval chain.
The most powerful role on any creative team is the one allowed to stop the work.