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How Apple's ‘Shot on iPhone' turned every user into a cinematographer
Campaign of the Day

How Apple's ‘Shot on iPhone' turned every user into a cinematographer

A decade in, the world's biggest camera company still doesn't shoot most of its own campaigns. Here's why that's a lesson for every brand.

1 Jul 20261 min readApple
Nike Air Max Day: the anatomy of a fandom-first launch
Brand Stories

Nike Air Max Day: the anatomy of a fandom-first launch

Every March 26, Nike hands the internet a birthday. It's the cleanest sneaker launch playbook we've ever seen.

30 Jun 20261 min readNike
Zomato's copywriting is doing more work than most brands' entire marketing team
Advertising

Zomato's copywriting is doing more work than most brands' entire marketing team

How a food delivery app in India accidentally became the country's most-followed copywriter.

29 Jun 20261 min readZomato
Coca-Cola's ‘Masterpiece' and the strange new grammar of AI film
AI in Creativity

Coca-Cola's ‘Masterpiece' and the strange new grammar of AI film

The Warhol frame. The Vermeer girl. A Coke bottle passing hand to hand across two centuries of art. What Coke's AI film gets right — and what it warns us about.

28 Jun 20261 min readCoca-Cola
Airbnb killed performance marketing and lived to tell the tale
Brand Stories

Airbnb killed performance marketing and lived to tell the tale

In 2022 Airbnb cut most of its Google Ads spend and moved to brand. Revenue went up. Here's the strategy every founder should read.

27 Jun 20261 min readAirbnb
Cred's cricket ads are quiet contempt for advertising, and they work
Advertising

Cred's cricket ads are quiet contempt for advertising, and they work

A fintech app hired retired legends to look bad on camera. It became the most anticipated commercial break in Indian television.

26 Jun 20261 min readCRED
Why the ‘hero + cutdowns' model is quietly dying
Producer Notes

Why the ‘hero + cutdowns' model is quietly dying

For twenty years, brands shot one 60-second film and chopped it into fifteen. That workflow is now the enemy of the work.

25 Jun 20261 min read
Spotify Wrapped is the most-copied campaign of the decade. Almost no one gets it right.
Creative Trends

Spotify Wrapped is the most-copied campaign of the decade. Almost no one gets it right.

It looks like data. It works because it is a mirror. Here's what everyone misses when they try to build their own Wrapped.

24 Jun 20261 min readSpotify
Swiggy Voice of Hunger: how a two-second ad became a language
Influencer Marketing

Swiggy Voice of Hunger: how a two-second ad became a language

Swiggy asked India to make hunger sounds on Instagram. It ended up defining the brand's whole tone of voice.

23 Jun 20261 min readSwiggy
The Fearless Girl and what it means to plant a statue overnight
Offline Campaigns

The Fearless Girl and what it means to plant a statue overnight

State Street Global Advisors turned a bronze statue into a global gender-parity movement. It also became a lawsuit. Both are the lesson.

22 Jun 20261 min readState Street
The Louis Vuitton runway in Paris that was actually a film set
Events & Experiences

The Louis Vuitton runway in Paris that was actually a film set

When Pharrell replaced the Pont Neuf with a golden runway, it wasn't a fashion show. It was a two-week production dressed as one.

21 Jun 20261 min readLouis Vuitton
‘Thums Up Palat Vaar' and the return of the counter-punch commercial
Culture

‘Thums Up Palat Vaar' and the return of the counter-punch commercial

How a legacy Indian cola brand made a comeback ad that was actually about coming back.

20 Jun 20261 min readThums Up
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