Insights
Ideas on AI, creativity, and what sells.
Notes from inside the work — on AI creative direction, cultural storytelling, and building advertising that lands across markets.
Latest writing
Written after delivery. Not after a keynote.
01
Why the Best AI Ads Start with Mythology, Not Prompts
Everyone in AI advertising is obsessed with prompts. But as production gets effortless, the real edge moves to meaning — mythology, semiotics and cultural fluency.
02
AI Creative Direction Is Becoming the New Competitive Advantage for Brands
AI is becoming a creative operating system — not a way to make more content, but a way to move faster from concept to consistent, testable campaign storytelling.
03
How AI Is Changing Creative Direction for Modern Brands
Artificial intelligence is reshaping how modern brands approach creative direction — from first concept to finished campaign — and changing who gets to make premium-looking work.
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