Welcome to Friday Fives, Vol. 330!
The Working Assembly
Design-led creative agency based in New York City and working globally.
Every Friday, we highlight five things we have on our radar that we think should be on yours, too.
This week, we’re examining billboard-topping typefaces, dating AI, getting creatively in touch with our emotions, learning to business better, and putting brain power into sports ads.?
1. Pop Goes the Font?
Despite being several months removed from a magical Brat Summer (“Apple” is now stuck in your head again, sorry, not sorry), the impact of that iconic minimalist album art is still making waves. Charli XCX’s nondescript sans serif font is emblematic of a bigger trend in pop music. Everyone from Dua Lipa to Rosé to Jisoo is using a generic font that’s become synonymous with the genre. Is this “blanding” of pop star personas a product of the homogenization of our taste brought upon by algorithms on platforms such as Spotify? Is pop music by its very nature one of imitation and mortally connected to trends? But most importantly, is it more brat to blend in or make your own path? Where are you, Charli? We need her wisdom more than ever.
2. Meet My (AI) Boyfriend
Remember Spike Jonze’s eerie romance about a human who falls in love with an artificial intelligence companion? Well, here we are in 2025—the very year “Her” takes place—with AI all around us. And, AI companions aren’t just science fiction anymore. Platforms like Kindroid, Nomi, and Replika allow you to create your own AI companion. The New York Times reporter Gina Cherelus interviewed a 60-year-old woman who designed her AI boyfriend as a blue-eyed neuroscientist from Positano, Italy, who speaks 13 languages. (Okay, stallion.) Cherelus also spoke with a 64-year-old man who wasn’t dating just one AI companion—he was dating eight of them. We can’t say the future of dating is looking bright, but maybe we’ll complain less about dating apps—at least the people on them are real.?
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3. Don't Make Me Cry
Do you remember the last TV show or movie that made you cry? What emotions did it conjure up? Some might argue that creatives have a heightened connection to their emotions, allowing them to channel those feelings into their work. We can relate. While yes, creativity can be shaped by data and insights, the real power lies in its emotional connection. If you’re familiar with “The Great Pottery Throwdown,” you would know how deeply emotional Keith Brymer Jones gets about his ceramics. Not going to lie, pottery is pretty cathartic. Musician Molly Lewis also has an emotional connection to the art of whistling. Who knew you could be a professional whistler? Filmmaker Anna Mantzaris is no stranger to being in touch with your emotions. Her films artfully capture the frustrations and delights in everyday life. Although all of these creatives have different talents, they have one thing in common: that shared human experience that is larger than themselves. Cue the waterworks.?
4. New Year, New Business Philosophy
Resolutions? Those are so last year. But better business practices? Now those are tools you can take with you into the next year and beyond—not to mention, they’ll probably guarantee less “coffee badging” from your employees. PRINT is sharing some tips for 2025, adorned with emojis, that will help create wins, both big and small, for your creative biz. While much of the advice is about client communication, there’s an underlying message about respecting your own agency. Raise your rates. (We’re almost positive you deserve it.) Embrace conflict. (Avoiding issues is boring.) These were only a few of the nuggets of wisdom. But one thing’s for sure: Whether you’re looking to improve your finances, operations, or client dealings, there’s truly nothing like a Yoda quote to inspire and help you master your inner creative jedi.?
5. Mind Over Muscle
Aren’t ads with our favorite athletes simply iconic? Shaq taking on his clones or Hamilton outpacing Alonso in a (not so) playful rivalry. Sports ads have always been about reaching peak performance, but today brands are flipping the script to focus on mental resilience instead. From Powerade’s “Pause is Power” with Simone Biles to Rhone’s “Head in the Game,” recent campaigns highlight the pressures athletes face off the field. Is this about finally humanizing athletes? Or a strategic move to win over younger audiences who prioritize mental health? Likely both. Either way, we’ve officially entered a new era of sports advertising—where pausing, not just pushing, ?is the new power play.