Long form is back in style
Forget fast fashion. Creativity that walks the runway without rushing the show.
Hi friends,
Milan is still in fashion week mode, and it might have shaped this week’s picks - looking fashionable even when they’re not. Laphroaig’s campaign, for instance, serves three minutes of Willem Dafoe intensity. Meanwhile Gucci lets Spike Jonze and Halina Reijn stretch out to a full 33-minute film with a Met Gala–worthy cast.
Proof that creativity doesn’t always need to play by the scroll-hungry rules. Long form is back in style - and it wears it well.
PS. You’ll also find DUDE London’s Rubbish Collection and the rebrand of Le Cashmere.
Have a good read.
Something else worth your reading: I’ve written a piece on Jimmy Fallon’s new ad agency and reality show where he plays agency founder - pitching, mentoring, and even landing real brand campaigns on billboards and planes. Have a look.
And in case you missed the fact that we’re on Instagram too — you can keep posted over there.
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ADVERTISING
Willem Dafoe gets peaty with Laphroaig
Laphroaig just dropped its first global campaign starring Willem Dafoe, launching ‘Unphorgettable’ in a delightfully quirky film directed by Tim Pope. The actor hilariously struggles to articulate the whisky’s complex flavors-think ‘beard in your throat’—while introducing a spritz cocktail and a limited-edition spirit for 2026. As the Scotch industry faces challenges, Laphroaig’s bold approach stands out.
ADVERTISING
Gucci’s Star-Studded Chaos Unleashed
In case you missed it, Gucci dropped a mind-bending short film, ‘The Tiger,’ directed by Spike Jonze and Halina Reijn. Featuring a glittering cast that includes Demi Moore and Edward Norton, the film showcases a chaotic birthday party at the Gucci family home, set against stylish visuals and unexpected twists. It’s Gucci’s way of launching creative director Demna’s debut collection, bypassing traditional runway shows for a psychedelic cinematic experience.
FEATURED
A bunch of news from my network :
- TooGoodToGo kicks off the first-ever digital festival celebrating leftovers in Milan, featuring edible flyers [source Federica Ariagno linkedIn]
- Spotify teams up with ACNE and C41 to celebrate fan culture in Milan [source Camilla Nani linkedIn]
- Marvis flips the script on toothpaste with an upside-down bathroom for its first China store [source Andrea Afeltra linkedIn]
- Visa transforms a Milan parking lot into a vibrant garden of sport and creativity ahead of the Olympic Games [source Serena Di Matteo linkedIn]
- Pillar secures over €3 million to revolutionize construction [source Paolo Tarsia Incuria linkedIn]
- Piantala kicks off its first event in Turin, proving it’s more about the party than the plants [source Matteo Bonavitacola linkedIn]
NOBODY READS ADVERTISING
People read what interests them, and sometimes it’s NOT an Ad
Let's jump in something out of the bubble:
Travel Tidbits: 50 unique hotels and resorts you’ve never heard of
Ranked: Tokyo takes the top spot in ‘world’s coolest’ neighborhood rankings
Playlist: How to move your music library to another streaming platform
Smart skills: You’re Probably Not Washing Your Car Often Enough - Here’s Why
Pills for geeks: Stop Charging Your Phone to 100% - And More Tips to Make Your Phone Last Longer
Book Club: The 25 Greatest Picture Books of the Past 25 Years
MARKETING
Mktg picks not to miss
- AB InBev and Netflix Announce Global Brand Partnership
- Haymarket acquires Marketing Week and Creative Review from Centaur
- Luxury brands’ big challenge: figuring out Gen Z
- Lewis Capaldi delights shoppers with surprise performance on Aldi roof
- Ben Stiller Launches Soda Brand Inspired by His N.Y.C. Childhood
DESIGN
Redefining Luxury: Less is More
HuskyFox takes on the task of crafting a sustainable identity for LE CASHMERE, a Korean cashmere brand that goes beyond luxury styling. Instead of flaunting glitz, they focus on authenticity, grounding their design in ovals and grids symbolizing nature and human coexistence. With a philosophy of sustainability, they embraced minimalism to highlight the beauty in everyday wear, capturing the essence of real-life cashmere experience rather than high-fashion theatrics.
ADVERTISING/DESIGN
Trash Couture: Wear Your Garbage
DUDE London has joined forces with The Skill Mill for World Cleanup Day to launch ‘The Rubbish Collection’, a snazzy capsule clothing line designed to clean up East London’s canals. Each quirky piece in this line incorporates actual trash from the canal into wearable art, channeling the vibrant style of local artist Marta Morientes to prove that litter can go viral in fashion.
Thank you so much for reading this far - I truly appreciate it. Last week’s most-clicked link was: