BRIGHTER. SHINIER. NOISIER…

CNN does something interesting every hour or so. They stop, show a soothing place in nature or whatever, and along with it some nice audio; no words. It’s a brief, sensory experience that says, “Okay, you’ve had enough confusion and pain. Now take a breath and cool the fuck down.”

I like it. Sure, most of the time it gives me a chance to look at email, check WhatsApp, whatever, and then glance back to one of the multiple monitors in front of my brain face. But hey, just knowing that it happens gives me hope.

NOW: I’d like to file a noise complaint.

I’d like to file it from those usually quiet surroundings known for echoing excrement and the occasional whoosh of water. Because now, even the toilets—places where patrons now watch games, videos, take calls, and respond to messages—have become places without sensory time-outs. Shit's getting out of hand.

Pauses are growing scarcer as marketers, musers, and morons all have access to a suite of gizmos and platforms that both increase and amplify information. We’ve transitioned from the laser pointer and cat style of communication to an endless stream of people, messages, and machines yelling at us from every direction.

Agencies out there are pushing the narrative that everyone in the agency needs to harness their creative power just to meet client demands and delivery speeds. This attitude shows that: 1. if you’re a creative, you’re just another cog to your employer. 2. Brands will fire off whatever they can to audiences, expecting them to gobble it up. 3. At some point, when there are more ads than entertainment, people will just tune out. They might long for a tangible, touchy moment, similar to those soothing CNN breaks, maybe for a VERY long time.

Now, I’m not a hater. I adore communication, advertising, entertainment, books, digital realms, and words. I relish experiences and the sense of touch; the sensation of being captivated by something real, not just digitally conjured. I’ve spent my life reveling in this paradox.

I’m well aware that my consumption habits are a tad excessive. Yet, we’re approaching a moment where the plethora of everything is turning into a void of nothingness. Our focus has been shattered by the cacophony around us, and what was once beautiful music is now just jarring noise.

Tangible experiences ground us. A brand's experience isn’t just a catchphrase; it’s a crucial intersection with its consumers. The tactile joy of "unboxing", the immersive nature of a live event, or a profound physical interaction—these are the moments that brands are built on.

Take Coca-Cola, for instance. They’re leveraging AI, in partnership with OpenAI, to craft experiences that bridge online and offline worlds. It’s not merely about guzzling down a drink; it’s about fostering connections. You can still share online, but there’s something special about sharing that Coke Y3000 in person.

Louis Vuitton’s pop-up bookstands in Shanghai exemplify this merger of tactile interaction and branding. They transformed coffee shops into bookstands, flaunting LV’s collections like the City Guides. More than just serving coffee, they offered immersive experiences that resonated both offline and online.

Our society is constantly seeking stimulation, but we're yearning for genuine connections. The genuine moments when a brand connects with an individual, when the pixelated becomes palpable, that's when memories are etched. These moments are encapsulated in the weight of a product in our hands, shared laughter, or mutual understanding.

Brands have the duty to craft these sensory sanctuaries in our hyper-digital existence. It’s about recapturing the quiet, introspective instances—the serene pause between musical notes or the aftertaste of a meticulously crafted drink.

Navigating this digital epoch, brands, creatives, and consumers must advocate for these moments of authenticity. Even in a digital cosmos, our human essence craves the raw, unfiltered touch of life. Amidst the fleeting quietude, we discern the core of what genuinely matters.

It's why live sports captivate us; real-life is unpredictable.

In a world where our microwaves are starting to feel like our therapists and our fridges might just be more social than we are, it's essential to remember: not all notifications deserve our attention. And sometimes, the real-life unplugged moments—like enjoying a live game or simply having a Coke (and a smile)—are the best notifications of all. So, mute the digital noise when you can, and let’s open a book and raise a toast to finding a little more peace in our pixel-packed lives.