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10 minutes to respond to the brief. 😩
Oh, and you HAVE to use GEN AI. 😭
Let the Creative Squid Games Begin!
Glasgow’s MadeBrave agency has announced they are hosting Google and The One Club for Creativity’s ‘AI Creative Challenge’.
Now, you think I’m going to be moaning about the absolute omnishambles of ethical and environmental issues with Generative AI.
Let’s park that for now.
Let’s talk about the ‘speed’ aspect of this comp.
Speed of delivery is being pushed hard by Google and other tech firms that have bet the house on AI. Everyone expects things faster.
It’s the only parameter Creatives can’t compete on.
It can pump out 20 variations of Dog Cafe logos in seconds. Boom. Done before I’ve even had a chance to find my charger cable.
All as useless as a Dog Cafe’s breakfast, but it did technically produce design options faster than I could.
But that’s it. The ONLY parameter by which we have to say, ‘fair enough, you won that round’.
We kick its ass in the arenas of taste, functionality, originality, engagement, emotional pull, clarity, craft, execution, heart, humour… basically every other parameter except speed.
And it was never an important aspect of the process. The industry adage for years has been, ‘If you want it fast, don’t expect it to be good’.
The creative process is best when there’s a push and pull between the designer and client: refinement and tweaking, a deep conversation that looks at the problem from all angles, stress-testing, sweating the details, leaving the whole thing for a weekend to simmer, and seeing it entirely differently on Monday.
I feel more and more that Google (et al.) want to move the goalposts and make speed a super important part of creative output. They want clients to think they should be demanding a full brand suite in an afternoon, their summer campaign signed off by the time they’ve finished their coffee run.
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“If we let them inject this toxic urgency into the creative process, we’ll all be forced to prompt Gemini like crazy…”
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If we let them inject this toxic urgency into the creative process, we’ll all be forced to prompt Gemini like crazy and pray it delivers a visual remotely close to the vague idea we have to satisfy our ‘Next Day’ Delivery’ guarantee, which has become industry standard by 2032*.
4 weeks tops. That’s the shortest I’ll ever go on a brand project timeline. This is as much for the client’s benefit as mine. I demand they sit with my initial visions for the brand for a few days before organising the review call. Allow the ideas to breathe before suffocating them,
Creativity is a service best served at its own pace.
We shouldn’t change that no matter how quickly their tech gets.
PS: Gen AI is theft.
*Only kidding - there won’t be a 2032 after AI launches all-out nukes.
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If you're taking your time and want to find the brand that will be timeless, drop me a message, and we can kick off a conversation.
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