The Year in Creativity, 2021

Berlin Cameron

Megan Adamson Jackes

Associate Creative Director

Proud of:

We had the opportunity to work with The Pharm on a Covid-related campaign for No7 skincare earlier this year that was an interesting experience. The insight was based on women's anxiety around going back out into the world after a year+ of life behind the Zoom screen. We shot the campaign, "Real Life Ready," entirely remote with talent across the country. It was an amazing group effort.

Admired:

It's simple, but I love that Tide opened a permanent Tide Loads of Hope Laundry Room on Skid Row. Cause-based advertising is still going strong obviously, and we know that's important to Gen Z, but Gen Z demands that brands be more thoughtful about it than previous generations. What's great here is that Tide worked with a local organization to meet a tangible, very real community need, while also centering the product and its effectiveness.

Excited For:

I might be the only person over 30 to be stoked about the continuing rise of TikTok, but the implications it has just on copywriting alone are freaking exciting. I've been in social/digital most of my career, and for so long, everything had to be optimized for sound off—meaning I haven't been able to write a script with actual dialogue in years. Then here comes TikTok, with its three-minute sound-reliant videos, burying all the old (and questionable) best practices we've been fed for a decade.