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BUSINESS CREATIVITY

Miu Miu Still Owns the Culture and No Longer Owns the Growth

Miu Miu cast Hailey Bieber for fall in the same fortnight its sales growth came in at 2.5%. The campaign answers a problem the numbers had just posed.

Aug 08, 2026

5 min read

CREATIVITY STRATEGY

On Revealed Its Running Platform at a Fashion Week, Not a Race

On built its name on engineering claims and split times. Its new platform sells a sensation instead, and the reason sits inside its own sales data.

Aug 07, 2026

5 min read

CREATIVITY STRATEGY

Brands Stopped Making World Cup Ads and Started Building Worlds

Nike skipped the hero film. McDonald's built an occasion. American Eagle renamed itself overnight. The campaign as we knew it is finished.

Aug 04, 2026

6 min read

CREATIVITY STRATEGY

Brands Have Found a Use for Their Worst Reviews

Béis turned its harshest reviews into a relaunch. The tactic only works for brands willing to actually change the product.

Jul 31, 2026

4 min read

CREATIVITY

Advertising Promotes Its Best Creatives and Stops Teaching Them

Agencies hand their strongest makers a team and no manual. The gap shows up in the work long before it shows up in HR.

Jul 29, 2026

5 min read

CREATIVITY

American Eagle Turned a World Cup Win Into Its Back-to-School Weapon

American Eagle signed Lamine Yamal in January, before he was a champion. Now it's betting speed and subculture beat scale in the fight for Gen Z.

Jul 27, 2026

5 min read

CREATIVITY

Hinge Made an Ad Campaign With No Artificial Intelligence in It

Hinge's new European campaign was built entirely by hand, from puppets to end cards. In a feed full of synthetic content, that is the product claim.

Jul 22, 2026

5 min read

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CREATIVITY

Gap Turns to Hailey Bieber and ’90s Nostalgia to Revive Its Denim Legacy

Gap's Hailey Jean capsule channels '90s denim nostalgia with a star born in 1996. The comeback keeps compounding on culture.

Jul 18, 2026

4 min read

CREATIVITY

Anthropic Is Selling Trust While Its Rivals Sell Ads

While OpenAI tests ads inside ChatGPT, Anthropic built a campaign from 120,000 public fears about AI. Trust is the new creative battleground.

Jul 15, 2026

5 min read

CREATIVITY

Fashion Campaigns Retreat Into Nostalgia as Consumers Tire of AI

This summer's fashion campaigns sell memory instead of novelty. The reason has less to do with the past than with what audiences no longer trust.

Jul 12, 2026

4 min read

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