Creative Insight

Analysis of significant creative projects, people and trends

David Wilson The Closet perforance

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

A deep dive into the complexity of brand purpose

Nick Asbury’s new book examines how brand purpose intoxicated the marketing world, and the negative impact he feels it has wrought. Here he introduces the book’s central themes and implores us all to think differently about the trend

The advantages of a DIY mindset

Following his recent talk at Offf Festival in Barcelona, Dice’s ECD Patrick Duffy shares how throwing himself into creative opportunities has allowed him to build an eclectic but always interesting career

Can accessible design be interesting?

Accessible design has gotten an unfair reputation of being ‘dull’ or ‘uninspiring’ over the years, but times are changing and it’s being embraced as a creative challenge rather than a challenge to creativity

Why accessible gaming is about more than games

We hear from RNIB’s Lorna Forbes and gaming critic and consultant Laura Dale about how the industry is rethinking its approach to making games playable for everyone, and why communication is key – even if it means admitting failures

Adam Morse on his journey to directing

Since losing his sight at the age of 19, the filmmaker has gone on to write and direct his first feature film, shoot a Super Bowl ad for Google, and set up a non-profit to help the next generation of disabled creative talent

How Hay built a cult home brand

Mette and Rolf Hay have spent the last two decades elevating everyday objects. Here, the husband-and-wife founders discuss how Hay continually pushes boundaries while sticking to its democratic design values

The Monthly Interview: Glenn Kitson

In the first of a new interview series, Anna Higgs talks to Glenn Kitson about combining a career as an ad director with being a ‘meme lord’, and his strategies to stay centred and fresh in a world which can often just want more of the same

Image shows the text-based design on the cover of the book On NFTs by Robert Alice, and a metal hard-case, on a bright blue background. The spread features

What happened to NFTs?

Non-fungible tokens experienced a gold rush a couple of years ago, before mainstream interest waned and the market went into decline. Artist Robert Alice, who has edited an extensive new book on NFTs, talks to us about one of the most elusive, and divisive, web3 developments