Notes from the desk. Mostly on the same thing: AI is a tool, not a shortcut. And the craft that decides whether the work gets remembered.
On category blindness
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.
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The city between Mr. Rogers and Wiz Khalifa
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 just moved where the hard part sits.
On the hype cycle
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.
On chaos and craft
AI can make perfect work. But perfection is predictable. The real advantage is being human. We break the pattern, usually by accident, and that’s the part worth keeping.
On rapid prototyping
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.
Here is how we turned a last-minute request into a finished spot without a reshoot.