Scroll through social media for five minutes and you’ll notice a pattern: lo-fi visuals, creator-style videos, the same casual captions, brand after brand, feed after feed. It’s tempting to call this the death of creativity, but we don’t think that’s quite right. It’s simpler than that: a style that once felt fresh has become the default, and defaults stop standing out.
So, we put the question to three people who think about it every day… our creative leads in Art, Copywriting and Video Production.
“Meaningful ideas and craft rise above the noise”
Adrian Ng, Associate Creative Director
We’re surrounded by more content than ever, making it harder for work to stand out. Yet, any brand can create noise on social. But what can truly set a brand apart is meaningful craft and real storytelling. Just like a good product isn’t built to last for only a day, creativity shouldn’t be made for just a single moment either. The best works are the ones that still connect and remain relevant over time. Because people (your audience) decides it’s worth remembering in the first place.
“Say something worth reading”
Adrian Yeoh, Head of Copywriting
Every brand has a story worth telling, but a lot of copy today is written to fill space, not to say anything. Good copy starts with a point of view, knowing exactly what you want someone to feel, and choosing every word to get them there. That’s the part taken for granted when the goal is just to post something today. The best work still figures out what it wants to say first, and finds the words for it after, not the other way around.
“Why the chef behind the recipe will always matter”
John Lai, Associate Production Director
Is creativity dead in a world of endless templates? Not to me. Templates are just recipes. A safe foundation where very little can go wrong. Follow a Gordon Ramsay recipe for scrambled eggs and you’ll get decent eggs, but you still won’t cook like Gordon Ramsay. Because the real ‘flavour’ was never in the template. It's in the person behind it! Follow recipes blindly and you’ll never really excel. Reject them completely and we’ll ignore the incredible foundations paved by amazing creatives before us. Finding your voice means striking a balance to honour what works, while still making the final dish unmistakably your own.
Here’s our PErspective
Every era gets a creative trend that feels inevitable while it’s happening, polished production, then lo-fi and creator-led, then whatever’s next, and that’s just how creativity moves. What shouldn’t is having a point of view distinctive enough to survive the next trend. So no, creativity isn’t dead. It’s just waiting for brands to stop borrowing a look and build one that’s actually theirs again.
And if that’s the kind of creative thinking you’re after, we'd love to talk at hello@personedge.com
