A working notebook / AI advertising

Make the idea earn its place.

Behind every generated campaign is a set of decisions. We look at the brief, the people, and the evidence.

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Claim → Evidence → Trade-offBrand accounts are labeledSource dates stay visible

From the case files.

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Honda Dream Generator campaign artwork: a turquoise Prologue, animated adventurers, and a pink castle in a cloud-filled sky — Honda Dream Generator · Source: Amazon Ads

File 01 / Participation

Honda: the choice is the creative.

Dream Generator made audience input part of the film. The useful lesson is in the boundaries around that input.

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Nike A.I.R. collage showing white footwear prototypes with vivid orange Air structures and distinct sole shapes — A.I.R. prototype collage · Source: NIKE, Inc.

File 02 / Creative process

Nike A.I.R.: the value of rejecting a render.

A design-process account offers a useful question for creative teams: which attractive ideas fail when they meet the brief?

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The archive opens up.

All 110 case files → · Research library

Campaign and creative-process records from 2015 onward, with source imagery and production notes. The earliest item is a fictional-brand experiment, not a first-campaign claim.

Pandora jewelry charms photographed for a Microsoft Advertising case study about emotionally intelligent ad copy. — Pandora’s charms frame the case study’s argument for more personal advertising language. Pandora / Microsoft Advertising; image published in Microsoft’s customer story.

2026 / ai assisted copy testing

Pandora: make AI-assisted ad copy feel like a personal charm

Pandora and Microsoft Advertising used Copilot, inclusive language and preference testing to make search copy feel more emotionally specific—showing an AI advertising workflow that changes the message, not the product image.

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IKEA product imagery and campaign creative shown in a Microsoft Advertising Performance Max case study. — IKEA’s product-led creative in the Microsoft Advertising case study about AI-powered campaign organization. IKEA / Carat / Microsoft Advertising; image published by Microsoft Advertising.

2026 / ai media optimization

IKEA: centralize the campaigns, then let AI optimize the long tail

IKEA and Carat consolidated product-line campaigns in Microsoft Advertising’s Performance Max workflow, pairing product imagery with audience signals and automated optimization to simplify a fragmented path to purchase.

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A white-on-red Economist poster references AI in a London station placement. — A JCDecaux-documented station placement from The Economist’s AI-era OOH campaign. The Economist / Cocogun / JCDecaux; image published by JCDecaux UK.

2026 / ai cultural subject advertising

The Economist: make human judgment the anti-AI proposition

The Economist and Cocogun returned to white-on-red OOH to turn AI-driven information overload into a case for human judgment, using concise lines in New York, Chicago and London.

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A giant Polaroid billboard rises from Coney Island beach with a line about data centres drinking the water. — Polaroid’s Coney Island installation connects a physical summer scene to its anti-overdigitalization message. Polaroid Creative Studio; image published in the Polaroid newsroom.

2026 / ai cultural subject advertising

Polaroid: answer the AI era with a billboard that asks people to go outside

Polaroid’s Best of Summer Is Analog campaign used a beach billboard, handwritten copy and a real camera launch to turn anxiety about screens, data centres and AI into a pro-human invitation to make physical memories.

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From the editorial desk.

News & opinion →

Campaign film thumbnail supplied by Autodesk for The World Is Yours for the Making — Campaign artwork from Autodesk’s September announcement. Autodesk / Giant Spoon / campaign production team.

2026 / News & opinion

Autodesk puts the maker back in frame.

A technology campaign chooses people as its subject. That does not make the tools irrelevant; it gives them a job.

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Very autumn campaign artwork featuring its distinctive pink visual identity — Autumn campaign artwork supplied by The Very Group. Very / HelloStudio / campaign production partners.

2026 / News & opinion

In-house does not mean automatic.

Very’s autumn campaign makes a case for recognizable brand codes—and for being precise about what a production announcement actually proves.

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Make the idea earn its place.

From the case files.

The archive opens up.

From the editorial desk.

One useful note for the next brief.