THE CHANGING FACE OF INFLUENCE (part 2)
Remember the campaign hero film? A familiar artifact of a monocultural era when entire marketing budgets, production timelines, brainstorm sessions, and awards entries revolved around a 30 second film. Except they’re not exactly extinct — campaign hero films are alive and well, and continue to anchor many Tease / Launch / Sustain rollouts.
And yet, the world that made the hero film and the campaign rollout effective doesn’t really exist anymore.
THE CHANGING FACE OF INFLUENCE (part 1)
The rules of influence have flipped: digital now shapes the real world, and AI is pushing that divide even further. As AI-generated slop floods our feeds with content that is endless, and feels hollow, audiences will crave what cannot be automated: the unexpected, the imperfect and the unmistakably human. Originality and taste will become the new currency that differentiates and stands out.