On Thursday 17th July, we partnered up with Aardman for a second year to co-host an event at their HQ. This year we covered 'The Power of Human Creativity'.
The talks were given by our award winning ECD Zane Radcliffe, Managing Partner, Strategy, Sarah Warewinter and Animation Director, Aardman, Will Studd and our special guest on the panel was Catherine Gort, Vice President Global Marketing, Spectrum Brands, Inc.
Sarah kicked off the talks to speak about lateral thinking in creativity. She reminded us of the value of it, embracing ideas even if they're not perfect at first, and the importance of persistence—continuing to generate many ideas rather than settling for the first one that seems good enough and how ultimately this is how brands can break through the ocean of bland.
Zane spoke about emotion, intuition and craft. How creativity flourishes in horology, the wit found in humour, and the unmistakable impact of the human touch - elements that AI can enhance but never replace.
Will shared some of his favourite projects that beautifully illustrated the human touch Aardman strive to bring to all their work. We were also introduced to the most wonderful term "thumbyness". Evidence that an actual human was behind the creation. Our favourite new word!
On the panel Catherine added brilliantly to the conversation as she shared how all that had been discussed had been present and affected her in her career. Catherine also gave us an eye-opening look at how Durex boldly rewrote the rules in their category, a moment not to be forgotten!
We are working on an ICYMI film so for now please enjoy a little teaser
