Some Writing on the Subjects

Stylized text saying "I love Nihilism" with a heart and a tiny person on the letter "l".

A Love Letter to the New Nihilism.

So What you want and what should be aren’t the same anymore — if they ever were. Want used to come from ego, that comfortable anodyne space where we pretend our choices are our own. But ‘should’ — that’s mutating into something else entirely. >>>

Creative Bilinguals: The Last Generation

The only thing holding connecting industry flux together are those from generations it’s been trying to push out. The generations who know how ink goes down, light reveals shadow and strategy affects idea. >>>

Time is a Character. Not a Construct.

My friend Jimmie understands the measure of time better than most. He’s an expert in luxury timepieces. Let’s leave it at that. His expertise in time is more accurate, more human.. >>>

The Universal Fuck You!

If we’re trying to sum up the past few years in one image, this might be it: shit gets built. Everyone claps. Then they realize their lower torso is gone. All because they trusted a guy named Claude with every unfiltered part of themselves. >>>

Cartoon character with large hairstyle next to text: "When AI Writes Checks Our A***s Can’t Cash!" by Mark Masterson, CCO of Chab Agency. Background with gradient blue tones and a radial pattern, includes quote comparing a dystopian future to "Futurama."

When shit gets real, it comes with a bill.

As AI evolves, we will see laws and actions, such as U.S. President Joe Biden's October ‘23 executive order, which introduces guardrails for its development and use. And as we know, once things begin to happen, that's where real confusion meets utter disarray. >>>

Creative text design featuring 'Happy New Year' with playful typography and abstract elements on a white background.

The difference is brief

AI might be doing its best to bludgeon creative, there is one Rosetta Stone of reason that might be the saviour for all effectiveness. At its best, it translates the brilliance, bombast, and beauty of human desire into the unique voice of a brand.

Form Follows Fuck.

One.
Single.
Fuck.
A simple word. Maybe an evolution of language. Maybe of us.
And we’d like our people to give one, as we continually try to sell them things.
If you have one to give, it can mean a lot.
And if you understand how I’m using it, I can talk to you. >>>

Close-up of a sheep with curly wool in a surreal pink landscape under a blue sky.

If you can’t make something good, you’d better be able to make something truly awful.

Let’s face it: most creative endeavors cannot sink as low as the works of those armed with just enough knowledge to display skill but possess zero instinct or appreciation for what is genuinely good. Sure, there’s a sort of allure to the bad — it’s just not the quirky charm of a cult movie or the rebellious vibe of a mullet; it’s more of a general, unmistakable dumbness.

Semi-Tough.

Losing Touch. Missing Your Weed Dealer. And What That Has to Do with Luxury.

My passport arrived late to my story.

But that’s the tale to tell; the one that matters.
Not some over-used em-dash vaulting past the beautiful in between, and the ummmmm that makes the hmmmmmm worth HOHOing. >>>

Proof of Life.

Living, breathing, wanting, touching, fucking; there is want and there is need. There is need and there is desire. Maybe manufactured, maybe manifest. The original being sin and purity of ask. Life skills.

Some of us see through the valley, the uncanny and the wonder. And I can see that the truth is that we might feel the lie, believe the lie and embrace the lie, but it's the feel of human touch and taste of human blood that yields the only truth by proof of life.. >>>

Hilltop: Breathe…

Hilltop doesn’t work in AI. Hilltop doesn’t work with autotune. Hell, I don’t think Hilltop actually works in this century — but it should.

Where everybody is getting it wrong is the source of insight, not the creative execution. AI functions either at the macro level or becomes the third rail for the wrong brand. Hilltop happened and worked because it was authentic, and authenticity is what brands like Coca-Cola are all about. It’s what brands like Hermès live for. It is luxury. It is authenticity. It is refreshment. It is what any brand needs to survive the oncoming onslaught of AI plastered in consumers’ faces. >>>

Oppressortunities: The Rise of Sactuary Brands.

Borders blur and self has become even more confusing as our identities are manipulated by algorithm, oversharing, and evaluations from all sides, other selves, and constituencies. Even as we live between Dark Reality and Persona Obscura, carefully yet oppressively bombarded with those of others, even what used to be simple sales techniques and products are becoming allegiances. >>>

The Beautiful Wrongless.

I meant to do it. I ate it, I fucked it, and yeah, I got all stabby on Caesar on the golden escalator. When life gave me lemons, I made a timer for the shit bomb that AI refused to even talk about. Creativity isn’t creative without original sin — or rather, my idea of original sin, which is intent. >>>

Pink background with yellow text: "Sacrificing The Prawn - 3 agencies and the dilemma of a rigged pitch."

Rigged pitches, over-promising and client theft.

If you’re an agency, you’ve been fodder for it. If you’re a client, you’ve done it, and if you’re an agency person, you might have even lost your job due to its overuse and, in some cases, overabuse as round after round of revisions are requested even as there’s no intention of awarding the job.

The word 'Sanctuary' in stylized black lettering integrated with a large black question mark, and a small human figure upside down

Sanctuary Brands: The Safe Room with a Pizza Slot.

The idea of escapism and sheltering in place aren’t all that different when we find ourselves seeking actual sanctuary from the sanctuary we were promised—a safe and satisfying future. Brands come to us as a promise, and trust grows from that promise. It’s an interesting take, isn’t it? What happens when you wish the faceless corporation would just put its mask back on?

"The Poetry of Wrong" text with whimsical black-and-white design, featuring a small silhouetted figure in an acrobatic pose. A thin vertical line runs through the letters. A red vertical stripe is on the left edge.

The Imperfection of Truth May Be the Most Honest Thing About AI.

Hating people can be exhausting, especially when their incompetence and lack of emotional intelligence are so profound that there’s no satisfaction even in confronting them. It feels like AI has already won. It can mimic humanity, intelligence, and empathy better than some humans.

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