The Subthread (Page 3)

The Aftermath Economy

In the “aftermath economy,” the real value of entertainment now lives after the broadcast – inside fan-led conversations, theories, and communal reinterpretations that complete the work and drive its cultural power.

Culture

James Kirkham

Nov 20, 2025 — 5 min read

The Creative Stack: Flora

Welcome to The Creative Stack, a new regular spotlight on the creative AI platforms shaping brand work. What do users of these platforms think are their biggest strengths and weaknesses? In this week’s edition, Hannah Bowler talks Flora.

Creativity Tech

Hannah Bowler

Nov 19, 2025 — 6 min read

The Productivity Playbook: Descript

This week we focus on Descript; the all-in-one editing workspace that makes video creation feel easy for small teams.

Productivity Productivity Playbook

Rich Hewes

Nov 18, 2025 — 4 min read

Tyler Berry, creative director and co-founder of YeahNice

The Uncanny Valley of Brand Storytelling

Brands are so excited to show off their forward-thinking use of AI that they're forgetting what makes adverts resonate. Creative director at brand design studio YeahNice, Tyler Berry, talks about human connections and the real creative benefits of AI.

Creativity

Tyler Berry

Nov 17, 2025 — 4 min read

Are We Living in a Creative Nightmare, or a Creative Knightmare?

We’re quick to call it “AI slop”, but the real question isn’t whether brands use AI – it’s who’s holding the story. From the TV show Knightmare to Daisy by O2, this piece looks at how better storytelling can turn AI chaos into work that actually resonates with people.

Creativity Tech

Rich Hewes

Nov 12, 2025 — 6 min read

How WeTransfer Turned Cultural Impact into Brand Strategy

Every brand wants to be part of culture, but few understand what that really means. For most, “culture” is a line in a marketing strategy; for the file-transfer company WeTransfer, it’s the reason it exists.

Culture Creativity

Hannah Bowler

Nov 11, 2025 — 6 min read

Brave by Design

We sit down with BFB Labs’ head of product, Nabeena Mali, to unpack how Lumi Nova offers therapeutic digital intervention to children – and how her process of co‑creation, analog sketching, and a lean tool stack turn therapy into playable progress.

Tech

Alex Zeevalkink

Nov 10, 2025 — 5 min read

Is Being Great at One Thing Still Enough in the Age of AI?

From agencies to global brands, a new kind of talent is emerging – people who are increasingly adaptable, curious, and fluent across disciplines.

Marketing

Rich Hewes

Nov 5, 2025 — 5 min read