What Apple’s campaign signals about the state of creativity in the age of AI

A Critter Carol, created by TBWA\Media Arts Lab Los Angeles for Apple, is a celebration of analogue craft

Justine Armour, international CCO at 72andSunny, and this year’s Jury President for Entertainment and Sports Entertainment, says that human-made work is rising to the top. “In this conversation about AI and how we’re all becoming obsessed with making things efficiently and making things perfectly, the Apple critters spot, with the puppets … is just the most charming, beautiful piece of content,” she says. As generative work continues to proliferate, craft is becoming a key differentiator.

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