2025 is the year of...

Aaand we're back at it — Happy New Year and welcome to 2025!

A year that promises a surge of creative energy, disruptive innovation, and fresh perspectives. Here's my take on what lies ahead:

01. The Year Everyone Becomes a Content Creator

The days of carefully curated, picture-perfect "highlight reels" are fading fast. In 2025, the line between living and creating becomes wonderfully blurred—it’s about inviting people into our real, unfiltered experiences instead of carefully staged performances.

I think we'll continue to see the rise of "ambient content" from the barista streaming morning latte creations to the dentist vlogging their personal floss hacks.

@jjake___

Just a dad in the trenches. #ditl #9to5 #dadtok #parenting

My takeaway: Don’t wait for the “perfect moment.” Pick your platform and share your journey in its raw, genuine form. Your story is actually more interesting than you think.

02. The Year of Content × Commerce

Brands are finally done tiptoeing around shoppable moments. In 2025, content and commerce will continue to merge, from your TikTok feed to your favorite streamers.

Every interaction will be able to connect to a potential purchase; every post, video, and live stream a natural storefront. We saw it happen all over Black Friday and throughout the holidays—commerce and creativity working together, making product discovery and purchase feel like natural parts of the experience.

03. The Year of Faster, More Outrageous Ideas

This year, ambitious teams with visionary leaders will continue to churn out bold, daring ideas at breakneck speed. Get ready for the next “Louis V suitcase building” moment—maybe it’s an extreme experiential pop-up, or something totally new none of us can imagine yet. From interactive installations to mind-bending brand collabs, 2025 will be owned by the fast and fearless, and everything else will be content noise.

My takeaway: Consider any “impossible” ideas you’ve shelved in the past. In a world hungry for the unexpected, the boldest most out there idea will be the biggest wins.

04. The Year of Cultural Aura

I think the brands and creatives who’ll thrive in 2025 will be the ones who can tune into the deeper currents—the intangible elements that guide what the world wants next. Trends are increasingly impossible to keep up with; Cultural Aura is where the magics gonna happen. Find your creative lane — go all in on your personality and align it with cultural moments and conversations.

05. The Year of Slowing Down to Go Deep

Ironically, while everything speeds up, we’re all yearning for moments of pause.

We’ll see a shift from shallow hot takes and doomscrolling toward deep dives and thoughtful support. People are growing more selective about where they invest their attention, gravitating toward curated newsletters, podcasts, and communities that offer meaningful discussions delivering value over volume.

My takeaway: Brands and creatives should really consider who you’re speaking to and why they should care with everything you put out there.

06. The Year of Opulent Maximalism

It feels like we might be stepping into our own version of the Roaring ’20s—a post-inflation, post-COVID, post-political-turmoil era that calls for lavish, eye-catching design. Expect vibrant colors, statement pieces, and over-the-top aesthetics that let Gen Z and beyond revel in unapologetic boldness. This is about reclaiming joy and creative freedom after years of confusion.

07. The Year AI goes from Trick to Tool

As AI models evolve, we’re now in the era of "augmented creativity," where AI-powered workflows will elevate our abilities rather than replace them —letting us prototype ideas, streamline workflows, and generate new possibilities at record speed.

Crafting our AI projects, GPTS, style guides, and processes will continue to free us from tedious tasks, allowing more space for what we do best: imaginative thinking and artful craft.

My takeaway: Make AI your personal sidekick. Organize your POV and your AI playbook, and start to develop your own thoughtful processes for how AI will work for you and the things you do every day.

08. My Year of Flying Solo

And on a personal note, 2025 is the year I decided to take a leap and spread my little creative wings. I’ll be leaving my full-time Creative Director role at Amazon’s brand innovation lab to explore my own path as an independent creative director — working with brands and agencies to bring fresh, future-forward ideas to life.

I’m excited to reconnect with old friends, brainstorm new strategies, and explore every opportunity to make bold ideas happen. More on this new chapter to come…

Thanks for reading - here’s to a year of audacity, innovation, and genuine connection. I hope you’re as excited for all of it as I am.

I’d love to hear your thoughts on all things brand and creative—what are you most excited for in 2025? just hit “reply” or reach out at [email protected].

Wishing everyone a year of greatness,
Jason