About

When you boil down good advertising, you realize it’s all about connecting with an audience at a deep level. Think Apple’s “1984,” or perhaps one of your favorite Super Bowl classics. When you arrive at that big idea, you can’t wait to share it with the world. But often we’re stuck waiting… weeks, months, sometimes years.

I’ve spent about 15 years in advertising, and I’ve watched what should be hours of work turn into months of back-and-forth. The idea goes out for feedback. The feedback needs a meeting, the meeting needs a regroup and eventually it all lands in a review process with more red tape than anyone remembers agreeing to. Most of those steps were added for a reason. Stack enough of them together, though, and the idea spends far more time waiting than it ever spent getting made.

So this experiment is about connecting with audiences at a deep level, as quickly as possible. Each week, one brand goes from audience research to a finished campaign, live every Tuesday at 10am.

AI is the accelerator. Not only for the timeline, but for possibilities. Whether it’s tapping into real customer conversations, creating scalable design systems for the campaign, or building real tools, the entire process and toolset will be unveiled with each campaign. This is how to build the real thing instead of just a deck describing it.

More than anything, this is supposed to be fun. With no next steps to wait on, all that’s left is getting into the work.

See you Tuesday.