Every agency has a version of the same document: the creative brief. Objective, audience, tone, deliverables, deadline. It’s worked for decades because it forces clarity before anyone opens a design file.

When production gets cheap, the thing that stays expensive is judgment. That’s the uncomfortable truth sitting underneath a lot of the AI-and-creativity conversation

There’s a tempting but lazy story about AI and creativity: that machines are coming for the fun part. Type a prompt, get a poster, a jingle, a headline