Notes from the desk, one every few weeks. Mostly on the same thing: AI is a tool, not a shortcut — and the craft that decides whether the work gets remembered.
We covered the walls in Florida travel ads — and they all looked the same. Using AI to map the category, Visit Lauderdale saw what everyone else was selling: the beach. The breakthrough came when we found what no one else could own. The water.
We’ve been here before. Flash, NFTs, VR — every big leap starts loud and ends quiet. AI won’t vanish, but the way it changes creativity will happen behind the scenes, not in viral videos of Princess Diana fighting a Mercedes in a WWE ring.
AI can make perfect work. But perfection is predictable. The real advantage is being human — making mistakes, breaking patterns, and finding the magic in the mess.
Every now and then, an impossible idea walks into the room. This one wore a cardigan and a gold chain. AI isn’t replacing creativity — it’s helping it evolve.
The best ideas rarely start clear. They start as static, as a feeling that makes sense even when the logic doesn’t. Rapid prototyping with AI lets those blurry thoughts take shape fast enough to share before they disappear.
Every creative knows that moment. The edit is locked, and then the client finally starts paying attention. Here is how we turned a last-minute request into a finished spot without a reshoot.