Why we should be designing for connection, not perfection
Short summary
This article argues that the best creative work arises from human collaboration, emotion and genuine passion rather than polished perfection or overreliance on AI. It highlights real-world examples—from Rakeem Russell’s culturally rooted campaigns to A24’s immersive world-building—and urges designers to balance AI tools with personal touch and storytelling.
- Rakeem Russell's Nike/Liverpool FC campaign works because it taps shared cultural stories rather than just showcasing product
- Ocado's "Life delivered" ads turn mundane grocery lists into emotional mini-narratives without a hard sell
- A24 treats film marketing (like Backrooms wallpaper) as tangible artifacts that blur the line between spectator and participant
- wearesyn uses AI for speed on planning/concepts but relies on human instinct and cultural reference to keep work feeling personal
Full summary
Designers are pushing back against the polished, AI-driven output by leaning into the messy, human side of creation. Rakeem Russell’s Nike and Liverpool FC campaign blends editorial and product shots with cultural nods that feel authentic to the fan community. His images don’t just sell shoes or jerseys—they tap into shared stories and values, showing how emotion-led work can carry a message with depth and genuine relevance.
Ocado’s “Life delivered” ads take everyday grocery lists—“Heartbreak, M&S Luxuriously Soft Tissues, M&S Everyday Tea Bags, and 1000s more fish in the sea”—and turn them into mini narratives. They speak to real moments (breakups, celebrations, routines) without a hard sell. That same thread of honesty runs through Fred again..’s music, where subtle emotional cues bring huge crowds together, and A24’s marketing, which treats film tie-ins as artifacts. Their Backrooms wallpaper, for example, gives fans a tangible piece of the movie’s world, blurring lines between spectator and participant.
At wearesyn, Liam wrestles with AI’s speed gains without letting it erase the personal touch. He and his team use AI for planning and initial concepts, then layer in instinct, cultural references and hand-crafted details. His background in 90s/2000s skate and hip-hop culture shows up in gritty textures and direct storytelling. The goal isn’t perfection—it’s connection. It’s about making work that feels made by a person, for a person.