AI image generation is everywhere. Slick. Fast. Limitless. Souless?
As we wrestle with the wildfire of AI, the value of craftsmanship and process is shifting — becoming more premium, more human, more emotional.
Take BBC’s Winter Olympics 2026 campaign. Real fire. Stop-motion. Physical materials. Risk. Imperfection. Science and emotion in every frame. Unpredictable and full of character.
Not anti-AI — but anti-soulless.
When everything can be generated instantly, the unpredictable, uncontrollable creative process starts to matter more.
Incredible work by the humans at BBC Creative 🔥
I write about the creative wilderness of running an intentional design studio based in Somerset, UK. Focusing on topics that speak to reconnecting people and planet.
Let’s connect.
Ed, Founder