Creative Insight

Analysis of significant creative projects, people and trends

What’s the value of custom type?

The idea of creating a bespoke typeface that’s personal to a brand is becoming increasingly appealing. We speak to Jelly about how custom typefaces have evolved and their power when used properly

Blurred image of a person's mugshot against a grey backdrop by Paolo Cirio

Artist Paolo Cirio on the real dangers of AI

The artist’s subversive new show at Foam in Amsterdam interrogates AI. He talks to us about how his “hacker ethics” determine who’s entitled to privacy in his work and why the current preoccupations around AI are misplaced

Purple hued illustration of two rows of washing machines

Should we be worried about AI washing?

There are concerns that brands, agencies and creatives aren’t disclosing where they’ve used AI. Yet as companies increasingly see the technology as a business selling point, is it also possible that some are actually overexaggerating their use and understanding of AI?

How can we learn to trust AI?

The rapid adoption of AI means an increasing number of images we’re exposed to are now being created by these tools. CR examines the public scepticism around AI-generated imagery and what can be done to build trust

The Monthly Interview: Kathy Ryan

After almost four decades at the New York Times Magazine, Kathy Ryan recently stepped down from her role as director of photography. But as CR discovers, she’s far from ready for retirement

Are ads too long?

Our attention spans are shorter than ever, but there’s been a recent crop of ads stretching beyond the usual 60 seconds. We ask a couple of experts if a longer ad can make more impact, how to keep an audience hooked, or whether it’s just too much

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How should brands show up on social?

Once seen as an add-on to a campaign, social media is rapidly proving central to a brand’s communications. In the latest episode of our podcast Creativity Sucks!, we examine how to navigate the social wild west

adidas social campaign featuring Jose Mourinho by We Are Social

Bringing cultural insights to the fore

We Are Social’s global director of cultural insights discusses how the agency is looking beyond rapidly changing trends to help brands from adidas to Starbucks embed themselves in digital culture

Shutterstock image of people shopping

Why brands need to embrace loss

Brands need to frame the changes required for a sustainable future in positive terms, in order to bring everyone from audiences to CEOs with them, says Alex Bee of creative agency Space Doctors

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Talking career evolution with David Wilson

Stunning cabaret performances at the Playgrounds and Offf festivals are taking director David Wilson’s work in a new direction. He explains how everything he does is interconnected and why not every director’s ambition is to make movies

How should brands deal with unwanted fans?

Influencer wrangling is now a crucial part of any brand management role. And this bit is relatively straightforward: find people who people like who can spread the word about your product. But what happens when the wrong people get in on the action?

A mug on a kitchen table featuring the words Rock Solid in angular red and green letters

How PG Tips hopes to redefine itself

The brand’s first campaign since 2016 is aiming to refresh its image. We speak to PG Tips and creative agency Calling about the power of a light touch, and what director Steve McQueen brought to the campaign film

The Monthly Interview: Jessica Hische

In our latest monthly interview we speak to designer and illustrator Jessica Hische, who has built a hugely successful career spanning commercial work, books and even retail. Here, she reflects on her life and work and how the industry has changed during her career

Is the advertising industry rigged?

House of Oddities was set up to challenge the more problematic elements of the traditional agency model. We speak to its founders about why they think the odds are still stacked against small indie agencies