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Creative storytelling trends in the age of the algorithm

An interview with Global Creative Concept and Storytelling Director at adidas, José Cabaço

It's everywhere. Brand storytelling in advertising is at the heart of what we do in the creative industries. It's behind the most awarded adverts and successful collaborations across different industries. From an entertaining piece of branded content to the launch of a new product, we ask the same question "what is the story here?". José Cabaço is the right person to answer this question and take us through the best practices in brand storytelling.

As Global Creative Concept and Storytelling Director at adidas, José Cabaço works at the forefront of creativity. Based in adidas' Brooklyn Creator Farm, he collaborates with a diverse group of creatives who use a new approach to design to set their eyes on the future. In an interview at D&AD Festival, Jose takes us through his work on creating connections with audiences and what he thinks are the key trends in brand storytelling.

As someone who only works on future concepts, Jose is a major player in the industry and has a few key hopes for the future of advertising, including a shift of focus from digital storytelling towards the physical, an emphasis on sustainability for brands, and the need for sustainable product design.

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