JMA

???AI isn’t just a tool—it’s a creative partner waiting to be discovered??? In our latest JMA RADIO episode, Poetic Tech, Lauren Ducrey joins us to explore the intersection of AI and creativity. As a poet, AI researcher, and creative strategist, Lauren shares how AI can enhance—not replace—the human touch in artistic expression. From best practices for collaborating with AI to its surprising role in helping people develop real-world empathy and communication skills, this conversation challenges the way we think about technology’s place in creativity—and in our lives. Can AI help you tap into your own creativity? Can poetry teach us to be more human when we use AI? And how can every creator—whether poet, designer, or strategist—find new inspiration through AI? Big shout out to Ashley Vernola, Shannon Mulligan, Braceface Design and Mason Lawrence for their great contributions to this episode—your ideas made this one something truly special.?And last but certainly not least, huge thanks to Lauren Ducrey for bringing her unique experience and vast knowledge to the conversation. Hit play to reimagine the possibilities: https://lnkd.in/eYa4Jnx7 #JMARadio #AI #CreativeAI #Poetry #Language #Innovation

??? Brunello Cucinelli’s Holiday Film: A Missed Opportunity in Distribution—and in Impact ?? Ben Jones and Sundogs Creative called it out best: Don’t spend on the Big Film and not get the juice! Brunello Cucinelli poured time, talent, and budget into a stunning holiday film—great casting, beautiful editing, and a seamless invitation into their world. But with just 15K views on YouTube, it lacked the push needed to match its potential. Social engagement was strong, but the longer film deserved real visibility. Our testing also found key ways to enhance engagement and memorability. https://lnkd.in/eYMDnsPD ?? What worked:? ? The luxurious holiday ball theme is visually stunning, with intimate framing that highlights faces and key actions.? ? Cognitive demand is well-balanced—the ad is easy to follow, ensuring a seamless and clear viewer experience.? ? The atmosphere is undeniably aspirational, immersing the audience in the brand’s world. ?? What held it back:? ? Memorability and engagement landed slightly below benchmark—likely due to a repetitive soundtrack and a lack of strong narrative progression.? ?? Emotional connection could be stronger, with more expressive interactions and reactions to draw viewers in.? ?? Product placement was subtle to the point of being forgettable, limiting brand association. ?? How we’d fix it: ??? Refine the edit to maintain its luxurious feel while tightening the storytelling for a sharper, more impactful impression.? ?? Highlight emotional moments—close-ups of joy, excitement, and anticipation—to boost engagement.? ?? Vary the soundtrack with instrumental breaks or tempo shifts for a more dynamic, memorable experience. ??? Subtly integrate a key product during high-attention moments to strengthen recall and brand association. A well-crafted campaign isn’t just about beautiful execution—it’s about ensuring that beauty translates to impact. If you’re making a hero film, make sure it earns a hero’s rollout—and a hero’s place in memory.

?? A Love Letter to the Viewer: Saint Laurent’s Use of Voiceover ?? The right voiceover can transform an ad from something you watch to something you feel. Saint Laurent’s latest campaign, 'Love Letters', puts this to the test with three beautifully crafted ads—each defined by intimate framing, rich cinematography shot on film. But while all three are visually striking, their narration takes different approaches, leading to dramatically different levels of memorability ?? 'Cooper' is the standout, using the second person to make the letter feel like it was written for you. This direct address creates an intimate, almost hypnotic effect, drawing the viewer in and making it the most memorable of the three. https://lnkd.in/eV-AtsDX ?? 'Rose' takes a similar approach but introduces more specific scenarios. Rather than strengthening the connection, these details narrow it—making the ad resonate, but not as deeply. It lands at only moderate memorability https://lnkd.in/e4H_MEba ?? 'Zo?' is the least memorable. Despite its evocative visuals, the letter’s clear sender and recipient create distance, making it feel like something you’re simply observing rather than experiencing. https://lnkd.in/e_XbvFPN Saint Laurent’s 'Love Letter – Cooper' proves that the most unforgettable ads don’t just tell a story—they make you feel like it was meant for you.

If you've suddenly become an Elaine Strich fan, wondering if you are having any fun, you're not alone. A bunch of big brands have all landed on the same song for the same reason, and it highlights the problem that advertising is having at the moment: too many marketers with too much data are chasing little scraps of culture for borrowed juice. Time to make your own juice....

??? JMA Selects: Excellence in Longform – Vacation Inc.’s ‘Shake Shake SPF 50’ & RIMOWA’s ‘DOUBLEMINT’ ??? Longer doesn’t always mean better—but when done right, it leaves a lasting impression. The most memorable longform ads (>:60s) we tested in 2024 stood out for their ability to sustain attention, build immersive brand worlds, and prove the power of extended storytelling. ??? Vacation’s ‘Shake Shake SPF 50’ delivers a nostalgic punch, channeling the playful, personality-driven branding that reminds us of our old friends from Benefit Cosmetics. The ad leans fully into its retro aesthetic, proving that when you commit to a brand world, the audience buys in (literally). https://lnkd.in/eXiSJ4WX ?? RIMOWA's ‘DOUBLEMINT’ succeeds where so many brand collabs fall short—its message feels natural, not forced. The campaign embraces a deliberate pacing, creating an atmosphere of anticipation. The experience of suspense is basically one of waiting, far from proceeding at a breakneck pace, suspense involves an artificial slowing down of time. By staying true to both brands’ DNA, the ad meanders rather than rushes toward its conclusion, making the storytelling feel effortless yet deeply resonant. https://lnkd.in/efTAN2X8 For their commitment to world-building, seamless storytelling, and ability to hold attention from start to finish—Vacation and RIMOWA earn our JMA Selects for Excellence in Longform.

?? JMA Selects: Excellence in Surrealism – Loewe’s The Whimsical Worlds of Suna Fujita & 2024 Precollection ?? Surrealism in advertising isn’t just about odd visuals, it’s about crafting a world that makes you pause. The best surreal ads blur reality and imagination, drawing you into the unexpected. This year, Loewe delivered two standout campaigns, each taking a distinct approach to the lightness of the unimaginable—and earning the highest memorability scores in the process. ?? ‘The Whimsical Worlds of Suna Fujita’ leans into childlike wonder, transporting viewers into an underwater dreamscape crafted from delicate puppetry. It’s surrealism at its most playful—inviting, handcrafted, and full of quiet magic. The effect isn’t jarring but mesmerizing, creating a world you want to step into and explore. https://lnkd.in/ef-Qfqup ?? ‘2024 Precollection’ takes a more restrained (but equally effective) approach, mixing the everyday with the surreal in a way that unsettles just enough to intrigue. Famous actors and models pose in seemingly ordinary environments, yet parts of the background are pure white—erasing context, isolating them in space. The result is a striking visual tension, where reality is subtly stripped away, leaving behind something both familiar and otherworldly. https://lnkd.in/eN8RNRWf For their ability to make the surreal feel effortless, immersive, and undeniable, Loewe’s The Whimsical Worlds of Suna Fujita and 2024 Precollection take home our JMA Select for Excellence in Surrealism.

?? JMA Selects: Excellence in Vérité – Mejuri’s ‘We Need To Talk’ & Wimbledon’s ‘Overheard’ ?? Vérité filmmaking isn’t about looking real -- it’s about revealing truth. The best vérité ads drop you into a moment so naturally that you forget there’s a camera at all. This year, two campaigns stood out for their ability to reveal the intimacies of our emotional lives with effortless authenticity -- Mejuri’s ‘We Need To Talk’ and Wimbledon’s ‘Overheard’. ?? Mejuri’s ‘We Need To Talk’ drops you into a moment of unfiltered intimacy—friends talking, voices overlapping, the energy shifting between excitement and nerves. It feels unscripted, effortless, real. And just like in real life, the jewelry isn’t the focus—it’s simply there, catching the light, woven into the moment like a quiet reflection of personal style. https://lnkd.in/enpGpJ_E ?? Wimbledon’s ‘Overheard’ doesn’t tell you what the tournament feels like—it lets you hear it. Snippets of real fan reactions create an ad that feels like a slice of life at the tournament -- funny, candid & completely immersive. No narration, no forced storytelling—just the sound of the experience itself, turning the audience into the voice of the campaign. https://lnkd.in/ej38gDyg For their expert use of vérité-style storytelling -- pulling us into real moments rather than constructing them -- Mejuri & Wimbledon earn our JMA Select for Excellence in Vérité.

?? JMA Select: Excellence in Audio – Nike’s ‘Wu-Tang: Tiger Style’ & Hotels.com’s ‘Pony’ ?? Audio is one of the most vital yet often overlooked elements of storytelling in advertising. The right sound design doesn’t just complement a campaign—it deepens immersion, reinforces brand identity, and makes an ad truly unforgettable. This year, two spots stood out for their expert use of subtle cultural cues and Easter eggs—Nike's ‘Wu-Tang: Tiger Style’ and Hotels.com’s ‘Pony’, each taking a distinct yet equally compelling approach to sound. ?? Nike’s ‘Wu-Tang: Tiger Style’ isn’t just an ad—it’s an anthem. A tribute to NYC nostalgia, hip-hop heritage, and basketball culture, this spot masterfully weaves together iconic rap references, classic kung-fu movie nods, and the electric energy of the Knicks. Beyond its sharp storytelling and immersive sound design, this ad had the strongest use of subtle cultural cues and Easter eggs of any we tested in 2024. From the unmistakable Wu-Tang influence to the gritty NYC street noise that places you right in the heart of the city, every detail is deliberate, rewarding both longtime fans and new audiences alike. https://lnkd.in/dP7Cj7rv ?? Hotels.com’s ‘Pony’ takes a more understated (but equally masterful) approach to audio. Featuring basketball players in a completely different setting, the ad strips down Ginuwine’s iconic track ‘Pony’, letting a slow, moody instrumental play softly in the background. This is paired with the ambient sounds of a hotel lobby and the rhythmic clopping of a horse’s hooves, creating an unexpected yet effortlessly cool atmosphere. Where Nike leans into high energy and nostalgia, Hotels.com uses restraint, proving that audio can be just as powerful when it’s subtle. https://lnkd.in/dYjhMCt4 For their distinct yet equally brilliant use of sound to set the mood, tell a story, and elevate their brand voice—Nike and Hotels.com earn our JMA Select for Excellence in Audio.

?? JMA Selects: Excellence in Words & Letters - Hermès & Campari Group ?? Luxury advertising isn’t just about what you say,? it’s about how you say it—and 2 brands stood out for using VO & on-screen text in ways that elevated their storytelling…whilst scoring in the top 5% for memorability across the JMA database. ?? Hermès’ ‘The Saut Hermès’ – A breathtaking blend of craft & sport. The visuals of saddle-making, paired with a voiceover reminiscent of a trackside announcer, transform the artisans in Hermès’ workshops into performers in their own right—receiving the same reverence and spotlight as an athlete in the arena. A subtle yet powerful way to honor the craftsmanship at the heart of the brand. https://lnkd.in/eDqq8XYW ?? Campari’s ‘Ode to Cinema’ – A masterclass in integrating text into storytelling. Here, the product’s ingredients aren’t just listed—they’re cast like actors in a ‘60s spy film, appearing on screen like movie credits. A playful, stylish nod to the genre that makes even the fine print feel cinematic. https://lnkd.in/esYwCFxE 2 approaches with 1 common thread—to quote W.H. Auden, ‘Language is the mother of all thought…words will tell you things you’ve never felt before’. For flawlessly blending craft with narrative and making every word and detail count—Hermès and Campari earn our JMA Select for Excellence in Words & Letters. ?#JMASelects #AdvertisingExcellence #Copywriting #Hermes #Campari

? JMA Selects: Excellence in 15 Seconds (or Less) - Chloé’s Portraits? In a world where attention is fleeting, some ads manage to leave a lasting impression in just seconds. Our JMA Select? for Excellence in 15 Seconds (or Less) goes to Chloé’s ‘Portraits’ series—specifically ORNELA and FEIFEI. These spots scored the highest on our memorability scale for all sub-15-second ads we tested in 2024. While many short-form ads rely on loud colors and high-contrast visuals to stand out, Chloé takes a different approach. Rich, film-like image quality. A softer, more natural color palette. The cuts are fast, the movement dynamic, but the aesthetic is refined—textured, classic, and effortless. It’s proof that you don’t have to follow the hyper-saturated, high-energy trend to create an ad that resonates. https://lnkd.in/eKY6mqEQ https://lnkd.in/eksBDuzN The result? A campaign that feels fresh yet timeless—showing that high-end brands can embrace short-form without losing their identity.