Last time, Sophie challenged David to recommend the last piece of creative work that made him jealous.
I have to admire the new Apple Music visual identity. What an absolute masterclass in simplicity: using sound itself to create the visual language. It’s executed with extraordinary elegance and craft, fits perfectly with Apple’s Liquid Glass aesthetic and, most importantly, lets the music and artists shine. Every detail feels considered.
I am challenging myself to get back behind the decks.
I’ve always loved sharing music. From making mixtapes as a kid to realising a dream of playing at Ministry of Sound, there’s something magical about crafting a set that takes people on a musical journey. There’s creativity to DJing that people often overlook. It’s not just about playing records. It’s about finding the right tracks, creating a seamless flow, building energy and, ultimately, uplifting people. I’d love to carve out the time to make some mixes and share that passion again.
I am challenging my colleagues to embrace the ridiculous.
I’m a firm believer that there’s no such thing as a stupid idea, at least when brainstorming. Some of the best creative work I’ve seen has started with a happy accident or something completely ridiculous. Years ago, we were struggling to find a simple idea for an IBM Garage campaign when someone jokingly described it as “where shit happens”. Everyone laughed, but something clicked: “Where IT happens”. Suddenly we had an idea that could tell endless stories about the things happening inside an IBM Garage. That throwaway comment became the foundation of an award-winning campaign.
I am challenging my clients to recognise the risk in playing it safe.
I get it. When you’re responsible for a big budget, the last thing you want is to take a risk that doesn’t pay off. But playing it safe carries its own risks. I’ve seen too many exciting ideas watered down through rounds of feedback until they’re barely distinguishable from everything else out there. Great creative work needs a clear brief, the right investment and, above all, trust. You’ve hired creative people to challenge your thinking, so let them.
I am challenging the industry to avoid a race to the bottom.
We have incredible opportunities to work faster and smarter with AI, but I worry we’re sleepwalking into a race to the bottom. The danger is that we start valuing creative work by how cheaply and quickly we can produce it, rather than the thinking behind it. Agencies compete on speed and price, creative standards slip, and suddenly “good enough” becomes the norm. That’s not sustainable. We should be using the time technology saves us to think bigger, explore further and produce better work, not simply more of it. As an industry, we need to champion the value of great creative thinking and the time and investment it deserves. Because if we don’t value our own creativity, why should anyone else?
I am challenging you to feel small.
I’ve been fascinated by the weather since I was a child. Its beauty, its awesome power and the incredible forces that shape it. Even the gentlest breeze is the result of a complex interplay of atmospheric forces, sometimes originating thousands of miles away. A few years ago, I saw the Northern Lights from my back garden in London. I’d dreamed of seeing them, but nothing prepared me for the feeling of being so small and insignificant beneath them. It was humbling. A reminder that this isn’t really our planet – we’re just borrowing it for a while.
I am challenging Sergio to share his tiramisu recipe. The world deserves to know!
Original image: NASA/JPL-Caltech.
