THOUGHTS DESIGNED TO STAY WITH YOU.

Brief enough to read. Sharp enough to keep. Useful enough to change the next conversation about your business.

AI · 5 min read

AI raised the floor. Now raise the ceiling.

Using AI is rapidly becoming standard creative practice. That doesn't mean creativity is becoming better. It means average is becoming easier.

Eduardo de MaríaAug 3, 2026

Branding · 6 min

Your brand isn't your campaign. It's everything that happens after it.

Brands used to be built through messages. Today, a brand exists across hundreds of tiny interactions. Together, they create something far more powerful than advertising: perception.

Eduardo de María

Creativity · 6 min

The creative director becomes an orchestrator.

The most important creative skill emerging from AI isn't prompting. It's contextualizing. Creative direction is evolving from directing individual executions to directing creative ecosystems.

Eduardo de María

Creativity · 5 min

Your first idea is now cheap.

AI just destroyed the excuse that ideas were expensive to visualize. The value of the first idea has collapsed. Creativity was never about defending the first thing that came into your head.

Eduardo de María

Trends · 5 min

Perfect is the new boring.

When flawless execution becomes infinitely available, imperfection becomes interesting again. The next premium aesthetic may not be perfection. It may be evidence.

Eduardo de María

AI · 6 min

From prompting to directing.

The next level isn't writing longer prompts. It's building better context. The job isn't describing pictures. The job is constructing worlds.

Eduardo de María

Innovation · 6 min

When AI starts doing, not just making.

AI is leaving the chatbox. The next AI doesn't just create something. It does something. Welcome to the agentic creative workflow.

Eduardo de María

Strategy · 5 min

MAYA. The four-letter code for selling almost anything.

Why do some new ideas instantly feel cool while others just feel weird? Raymond Loewy had an answer: MAYA. Most Advanced Yet Acceptable.

Eduardo de María

Advertising · 5 min

ACME. Be the Coyote. Just stop buying the wrong ACME.

The interesting character was always the Coyote. He failed, exploded, fell from cliffs, got crushed, burned, humiliated — and returned the following morning with another plan. That's advertising. That's business. That's creativity. That's life.

Eduardo de María

Marketing · 5 min