Inside the Collective | EP07 | Steve Kyriakou | Creativity Is Human

So you've been at this for over 20 years.

What's the thing you understood about the industry early that you think most people take longer to figure out?

most interesting question.

I think what I got pretty early on is that it's always just about the story and what's the most interesting story you can tell about this product or situation or moment or brand.

And if you focus on that, the medium kind of doesn't matter.

Like I can, if I have an amazing story, I can tell that through like radio, through like film, through AI generated film, through, you know, social media campaign, I get a care out to be on it.

So I think, There's so much noise in our industry sometimes.

When I started, it was much quieter.

It was much simpler.

And now it's so noisy and there's so much confusion that I think it's getting injected into the creative process.

But if we just focus on like, let me just ignore the brief, ignore the strategy and just focus on like, what's the most interesting story I can tell? Think about that.

And maybe you then reconnect it to the brief later.

I found that can kind of help like quiet your mind and free up the ideation.

That hasn't changed for me.

Yeah.

There was an interesting piece of research I read a few weeks ago that was saying 80%

of

people, don't quote me on the numbers, but it was sort of like 80% of the people that use AI find it frustrating and have to work with it more to get the outcome that they could have done having not used it.

But that same amount of people don't want to not have it as a tool.

So it's this real interesting Stockholm syndrome of...

We know it's not effective, but the process is still pulling us, drawing us in.

I think it's

interesting.

I use it in a lot of ways, but I use it a lot to fill in my gaps, my skill gaps.

So for example, I use it to create a lot of music for some of the work that we do on social and stuff.