Gabriel Moses on what cuts through in commercial direction today

Brave ideas are the lifeblood of the strongest storytelling

Filmmaker Gabriel Moses, who was Jury President for Direction at D&AD Awards 2026, discussed the merits of advertising that puts the narrative first. “From an audience perspective I feel like it’s what connects us, especially in today’s age with so much going on,” he says. Nike’s Kyller Instinct spot, which turns Kylian Mbappé’s brilliance into a psychological horror satire, stood out to him in this year’s jury as a piece of storytelling changing how commercials are seen by audiences. The directors that cut through are those that can push through the constraints of a brief to implement their style, create work that feels human, and deliver brave ideas with confidence.

Get more insights straight from this year's D&AD Awards judges in Trends from the Jury Rooms.