Depth Perception

"There's definitely more content than ever, but honestly, less of it sticks."

"Many are not aiming for longevity anymore, and that's already one of the reasons why we're losing depth."

"We work in a fast-paced culture with a pressure to be 'always on'. That tends to favour quantity over quality. It can make a lot of things surface level."

"There is a pervasive myth in the industry that people just don't have attention spans anymore. I think that's complete BS. We are at risk of losing depth not because the audience has changed, but because we are actively training the market to be shallow."

"Depth is closely tied to taste and judgment. In a world where tools can generate almost anything, the value increasingly comes from knowing what to focus on, what to discard, and what deserves further development."

"The brief has to have time and thought invested into it. Brief writing and creative evaluation are both muscles you need to practise and strengthen."

"You have to decide in advance how deep you're willing to go. Distilling something down to its essence is hard. But do I fear we've lost the conditions to allow that to happen?"

"The content we create might seem quite simple but everything we've done with our page — the 1.1m followers, the book, the brand deals — has all been very intentional. The consistency isn't accidental. You need that plan."

"AI can bypass many creative stages now by producing something plausible almost instantly. The risk is not that creativity disappears, but that we lose the depth that comes from exploration and intentional thinking."

"Creativity and care are the same thing. They happen when true knowing sparks a true response. Creativity without care is just technique. Applying complex techniques with true care makes complexity evaporate into magic."

"Intellectual laziness, not budget, is the real enemy of depth."

"There is constant pressure to move fast and settle early. Too often, the first idea is accepted not because it is the strongest, but because it is the most immediate. Speed replaces certainty, and depth is often the first casualty."

"There's a real pressure to go with the first idea that's 'good enough,' because there's always another post, another drop, another moment coming. So things don't always get the chance to evolve into something more interesting."

"As a creator, you have to put a lot of depth into a very short time. The depth is there, but it has to be compressed. That's tough."

"At a certain, imperceptible point, the depth starts to carry you. You stop fighting it and start falling through it — and that's where the real work begins."

"It's all about finding the right moment when you really need to push versus when it should just happen — and you don't need to be quite so obsessed over the detail."

"Every creative's process is different. What there needs to be is an understanding of who you are, and what helps you do the work you like doing. More often than not, the answer also happens to be: how do I have fun when I'm doing it?"

"The horses in the Guinness ad — no one asked for them. But the choice to include them, you can't pin down exactly what it does. It deepens it. It gives the work a life that lasts."

"Hand-writing is literally my favourite work tool. It has a way of forcing you to work at a slower pace and draw connections in a way that no digital tool can give you."

"The result of creative depth is long-term brand equity, customer trust, and enduring resonance. In a world drowning in temporary, forgettable content, work with true depth is the only work that actually gets remembered over time."

"Speed produces output, not significance."

"Whatever the big creative idea is, it has to have the flexibility to transcend every channel you're using."

"In the world of fast, it's easy to feel like we're losing depth. But it's still there. It's just dark and murky and way too big to fit into a TikTok hook."