* Thinking

My point of view about creativity, AI, culture and the future of creative work.
An open conversation with those who want to create, lead, and keep growing in an industry changing faster than the briefs.
Follow on Instagram: www.instagram.com/kevin_zung/

Close-up of an elderly man with a serious expression wearing a white hat and shirt, with Brazilian Portuguese text overlay about making pastry dough without sacrificing quality.

A busy professional kitchen with chefs preparing and plating dishes, with plates of food on the stainless steel counter.

Kitchen with hanging notepads and plates on a countertop, indicating a busy restaurant or cafe setting.

A chef in a white uniform and hatworking in a professional kitchen, with shelves of dishes and kitchen utensils around.

Close-up of hands in prayer position in a kitchen with ingredients like tomatoes, eggs, and vegetables on the table.

Close-up of an elderly man's eye and cheek, with a caption in Portuguese reading 'Você fica com o que importa: o custo e a decisão'.

A plated dish with fish, topped with a crispy pastry and sauce, garnished with blueberries and green herbs, in a professional kitchen setting.

CREATIVITY ISN’T A PRODUCTION LINE. Can you create under pressure without losing quality? Creativity isn’t a production line. Yes, creativity takes time. But clients usually want it yesterday. And then this happens: briefs start coming in faster than ideas come out. The point isn’t to “create faster.” It’s to create with flow. When you get stuck, it’s usually a lack of clarity, references, or decision-making. That’s where AI comes in: finding audience insights, expanding references, exploring alternative routes, names, headlines, and arguments. You stay focused on what really matters: taste and decision-making. Creativity isn’t a production line. But it can definitely benefit from a bit more efficiency ;)

Elegant dining room with pink walls, yellow chairs, and a pink table set with silverware, napkin, glassware, and a silver cloche. Overlaid text in Portuguese and English promotes free lunch.

Interior of a restaurant with pink walls, yellow chairs, and white tablecloths, with a quote in Portuguese on the wall.

A set of silverware including two forks, a knife, and two spoons, all with pink and metallic handles, arranged vertically against a split pink and yellow background with a quote in Portuguese about using cutlery with consistency and quality.

Elegant dining room with pink walls, a chandelier, two lamps, a dark wooden buffet, a flower arrangement, candles, and fruits on the table, split into a bright and a pink-tinted side.

Elegant table setting with pink and gold plates, silverware, a cloth napkin, a glass of rosé wine, and a bowl of lemons in the upper left corner. There is an inspirational quote in Portuguese at the center on the plate, asking about expectations or investments in a company.

Pink room with large windows, yellow sofas, and a glass display dome on a pink platform. Text overlay in Portuguese states that free blueprints exist but are samples, not a work structure.

Stacked pastel-colored plates and bowls on a table with gold cutlery, lemon fruits in a bowl, pink wall with a gold wall lamp, and pink champagne glasses.

THERE’S NO FREE LUNCH. Artificial intelligence has democratized creation. That much is true. It may seem like anyone can now create anything. In practice, it’s not that simple. To use AI with consistency and quality, there’s still a learning curve. It takes time and money. Claude, ChatGPT, Midjourney, Krea… and for a lot of people, that cost adds up. Yes, there are free plans. But they’re usually limited, not enough for a real creative workflow. Just like the difference between experimenting and actually producing with consistency. At your company, is AI really just an expectation… or is it also an investment?

A person wearing a large, cartoonish clown mask with exaggerated cheeks and a nose, dressed in a plaid suit, sitting confidently in a vintage office with a cigarette in hand. There is a lamp and a rotary phone on the desk, and blinds covering the window behind.

A woman with red hair stands in an office, looking out a large window at a city skyline at night. The room has a modern decor with a warm lamp, a sofa, and a desk. On the window is a sign of a dog with a broom, and a message in Portuguese reads: 'There is something that only exists in Brazilian propaganda, and that shapes our way of creating.'

Man in a business suit wearing a blue costume with an 'A' mask, sitting at a cluttered desk in an office, with a Portuguese text overlay promoting creativity and learning.

A man in a suit with a Mickey Mouse mask talking to another man at a coffee shop counter with coffee cups in hand.

Person wearing a large, vintage cartoon clown mask and a suit, signing posters or artwork on a desk in an ornately decorated room with framed pictures on the walls.

A person dressed as a clown in a colorful suit with a clown mask, walking through an office corridor holding papers. The image includes Portuguese text about yesterday being chaotic but becoming a competitive advantage.

A group of five people in suits wearing various masks representing different characters standing behind a table in an office setting.

ADVERTISING MADE IN BRASIL. Brazilian advertising has its own way of working. There are things that only exist in Brazilian advertising, and they shape how we create. 360 campaigns everywhere. Creatives learning film, social, performance, activation, improv. That chaos? It becomes repertoire. Coffee breaks? Half the meetings happen there. Distraction too. Art direction in Brazil is almost an export product. A huge amount of layout attention and obsession with the final piece. Is it chaotic? Absolutely. But that speed can become a competitive advantage. More than creativity, Brazilian advertising mixes technique, emotion, and improvisation. And when it clicks, nobody does it quite like us ;)

A creepy robot lying on the ground with a smiley face mask, bloodstains, and a damaged eye, in a dark, ominous setting with glowing lights. Text overlay: 'Artificial Hallucinations' and Portuguese text about the dangers of creating AI.

Close-up of a robot's face with a quote in Portuguese above it that translates to: "AI does not think. It anticipates what will probably come next. Sometimes, a perfect absurdity."

Dark office with multiple screens displaying maps and data, illuminated by ceiling lights.

Backlit person working on computer in dark room with text overlay in Portuguese about ideas becoming intelligent and ready for presentation.

Close-up of a human eye with reflections of computer screens, with a motivational quote in Portuguese and a pink dog icon.

A woman looking to the right in a dimly lit room with a table covered in papers, with text in Portuguese about creative differentiation and critical thinking, and a small red dog-shaped icon at the top.

A humanoid robot lying on a table in a high-tech, futuristic lab with blurred background including two people and suspended ceiling lights, and the text in Portuguese reading, 'Are you ready to perceive the next AI revolution of your life?'

ARTIFICIAL HALLUCINATIONS. The most dangerous side of creating with AI is when it sounds right. AI doesn’t think. It predicts what usually comes next. Sometimes brilliantly. Sometimes absurdly. That’s why AI can invent data, insights, references, and fake strategies with total confidence. And the scary part? Now it can present those ideas in increasingly intelligent and presentation-ready ways. The danger isn’t AI making mistakes. It’s you not noticing them. Creative advantage isn’t about AI. It’s about repertoire, judgment, and critical thinking. Are you ready to spot the next AI hallucination?

Animated penguins with large eyes standing on ice with a blurred background, featuring bold Portuguese text in orange and black that reads "Apertam os cintos, os juniores sumiram!", indicating a humorous or playful message about junior employees or characters disappearing or leaving.

A small plush penguin toy standing on a table with various colorful pamphlets and papers, with a blurred office environment in the background. The image includes Portuguese text overlay in the upper left corner.

A cluttered office desk with two computer monitors displaying a website, a small penguin figurine sitting among scattered papers, a keyboard, a mug, and various office supplies with a bulletin board in the background, and a humorous caption in Portuguese.

A cluttered office desk with numerous papers, sticky notes, and a computer monitor. Several small penguin figurines are placed on the table, and a few more can be seen in the background. The room has a window, letting in natural light.

Two animated penguin characters, one adult and one juvenile, standing on a desk surrounded by papers and markers, with a blurred office or classroom background and a bulletin board with charts and pictures. Text in Portuguese asking about training a neural network or AI.

Close-up of a cute animated penguin with large expressive eyes and an open beak, set against a dark background, with Portuguese text asking "But where will the juniors learn to do this?" and a small stylized dog icon in the upper right corner.

Animated penguin chick standing on a table filled with documents and colored pencils, holding a yellow pencil in its wing, with other penguins in the background and a blurred classroom setting.

FASTEN YOUR SEATBELTS, THE JUNIORS ARE DISAPPEARING! If AI takes over junior-level tasks, where will the seniors come from? The biggest threat from AI isn’t jobs. It’s the threat to learning. A lot of creatives grew by doing repetitive, boring work. That’s where you learned timing, craft, repertoire, pressure, and judgment. But if AI handles all of that, where will juniors learn? The market wants critical thinking. But that’s built through practice. And you? Besides training AI, have you trained a junior today?

A person holds a spark plug in front of a digital overlay with interconnected lines and labels about image processing layers, with the text 'NODES ARE THE NEW LAYERS' and 'PREPARE O SEU WORKFLOW' at the bottom.

Close-up of a piano's metal strings and tuning pins with a message in Spanish overlaid.

Flowchart with multiple interconnected rectangular nodes on a white surface, with Portuguese text overlay about the Fibonacci sequence and Krea nodes, and a small icon of a dog holding a pencil at the top.

Digital graphic explaining that 'nodes' resemble technicians but are mere visually connected commands, similar to layers, with a dark background, flowchart-like structure, small icon of a dog at the top, and a white arrow at the bottom for navigation.

A hand holding five audio cables with gold-plated connectors against a blurred background inside a store.

Close-up of a young man with short hair, wearing headphones, focused on his work at a desk in a dimly lit environment.

Close-up of a gold-colored mechanical component with a cable attached, part of a complex machine, with blurred background.

NODES ARE THE NEW LAYERS. AI started with prompts. Now it’s turning into an entire creative workflow. Figma Weave, Magnific, Krea Nodes… it’s no coincidence. “Nodes” may look technical, but they’re basically a visual way of orchestrating multiple AIs at once. Less copy-paste. More exchanging ideas between tools. These tools will change fast. But workflow thinking probably won’t.

A black and white promotional poster featuring a silhouette of a man in a tuxedo holding a pen, with text in Portuguese advertising a license to create agents, possibly for a film or game.

Silhouettes of two people working at desks in a dark office with light illuminating their faces and computers. Text in Portuguese reads: 'Sim, eu sei... Tá todo mundo falando de agentes. E chamando tudo de agente.'

Black and white illustration of two men in suits and hats walking through a doorway with a bright light shining behind them; Portuguese text on the left side discussing AI autonomy and better work alignment.

Silhouette of a man in a suit walking on a road with abstract background in red, black, and white, with Portuguese text about ideas and creation.

Black and white illustration of a person working on a laptop in front of a wall of multiple screens displaying various landscapes and scenes. There is text in Portuguese about references, editing, typography, and presentation, with a motivational message about clear functions for each mission.

LICENSE TO CREATE. Ready to let AI agents take over part of the job? Yes, I know. Everyone’s talking about agents. And calling everything an “agent.” You don’t even need a truly autonomous AI agent yet. But it’s already possible to work a lot better with more well-defined AIs. References, copywriting, typography, presentations. Don’t think about one agent for everything. Think about a clear function for each mission. To start simple, define three things: what this AI does, how it responds, and what it should avoid. That alone already improves things a lot. But don’t outsource the heart of the work. AI can help. It can even create. But judgment should always be yours. And okay… the client’s too ;)

A row of three objects on a gray surface with a dark gray background: a brown egg labeled 'FUNDAMENTO', a metallic kitchen timer labeled 'FERRAMENTA', and a colorful toy grenade labeled 'FANFARRONICE'. Above them, text in Portuguese says 'QUEM É QUEM NA CRIAÇÃO?' and the words 'ENTENDEDORES ENTENDERÃO' are written in a graffiti style.

A hand holding a brown egg in front of a plain background with a printed message in Portuguese about the importance of fundamental elements such as creativity, curiosity, strategy, clarity, sensitivity, and consistency in work.

A large table filled with various dishes of desserts and food, including cakes, pies, pasta, eggs, and a basket of eggs, with a gray gradient background and a dog icon at the top. Text in Portuguese reads: "Fundamento. Com isso, você cria qualquer coisa. Invista profundamente."

A hand holding a metallic egg-shaped timer or stopwatch with a gray background and a small dog icon at the top. The text on the image is in Portuguese.

A collection of kitchen utensils and cookware made of stainless steel, laid out on a flat surface in rows. The background is gray, and there is a central text in Spanish about tools, learning quickly, applying daily, but not giving up, with a small icon of a dog at the top.

A hand holding a colorful, patterned grenade-shaped object with a yellow top, a blue middle, a yellow band, and a purple bottom, against a gray background with white text in Portuguese.

Colorful collection of vintage toys including robots, stuffed animals, cars, puzzles, and other toys, arranged on a gray surface against a gradient gray background.

THOSE WHO KNOW, KNOW. Who’s who in creativity? Foundation, tool, or gimmick? Foundation is the essence of creative work: judgment, curiosity, strategy, clarity, sensitivity, consistency. With strong fundamentals, you can create anything. Invest deeply in them. Tools make things more viable and speed up execution. Cameras, software, and now AI. Learn fast. Use them every day. But don’t get attached. Gimmicks? Sure, they grab attention. For a while. Trend-chasing, magic prompts, filters, hacks, questionable courses. The algorithm may love them. Your future career probably won’t.

A humanoid robot with a white head and faceplate, looking to the side, with Portuguese text overlay. The text on top says, 'TEM COISAS NA CRIAÇÃO QUE A IA NÃO VAI RESOLVER,' and at the bottom, 'MISSÃO: IMPOSSÍVEL PARA IA.'

Top of a white robotic device with a warning label and a small red warning light. Overlaid on the background is a digital overlay that says "This will not solve it: briefing error" in Portuguese.

A person's hand points towards a sign with Portuguese text that says, 'Mas você pode:' followed by a list of actions to question, improve the briefing, and propose new angles. The background is a blurred gradient with a small dog icon at the top.

Warning sign in Portuguese stating 'Internal Alignment Failure' with a warning icon and barcode, next to a robotic arm.

A futuristic warning sign in Portuguese reads "This will not solve it: Unnecessary meeting alert," with a robotic arm partially visible in the foreground and a small dog icon at the top.

Close-up of a person using a mobile phone, with a focus on their face and eye, and a quote in Portuguese on the screen that reads: 'Mas você pode: Entrar em toda reunião com um objetivo individual claro.'

MISSION: IMPOSSIBLE FOR AI. There are things in creativity that AI won’t solve. Briefing error. But you can: question the brief, improve it, and propose new angles. Internal misalignment. But you can: recap the strategy and defend ideas based on what was actually agreed upon. Unnecessary meetings. But you can: only attend meetings with a clear individual purpose. There are things no AI will solve. But people can help a lot ;)

A person dressed as a cowboy, standing in a dusty street in the distance, viewed through the legs of another cowboy in the foreground, with the text in Portuguese about making the right question and focusing on the key to a successful layout.

Close-up of a person wearing black tactical gloves, holding a revolver in their right hand, with a blurred background of outdoor setting and gear.

A solitary figure standing on a dirt road in a desert landscape, with small abandoned buildings and mountains in the background, and a light blue sky.

Close-up of a person wearing a cowboy hat, looking intently at a screen with a focus on the person's face, highlighting their eye and facial features.

A woman dressed as a cowboy with a hat, gun holsters, and boots walking on a wooden porch in a desert town during sunset.

A scene from a Western-themed video game featuring two characters standing in a dusty town. One character is a woman in tactical gear and a wide-brimmed hat, holding a gun, and the other is a man in a cowboy outfit, standing farther away.

Deserted Old West town street with abandoned buildings, a person lying face down on the dirt ground, and mountains in the distance, with text in Portuguese that translates to 'Asking costs nothing. Not asking can cost too much.'

AIM AT THE QUESTION. The right question could change the fate of that job. In creative work, a lot of people rush to find the answer. But very few stop to look at the question. The right question changes direction, concept, execution, everything. Before the first layout. In the age of AI, knowing how to ask became even more valuable. Because answers have never been cheaper. One good question can save weeks creating in the wrong direction. And beautiful ideas that are strategically useless. When in doubt, start with the simplest and most dangerous question: “In one sentence, what message are we trying to deliver?” Asking costs nothing. Not asking can cost a lot.

A traveler in a yellow jacket walking with a rolling backpack inside an airport, with large glass windows and an airport sign. The text on the image reads 'Prepare seu portfólio para o embarque internacional. Seu portfólio tem passaporte?'

A person in a yellow jacket is using a tablet with a portfolio management app at an airport, with a background of a passport control area and a blurred figure of an officer.

A traveler at an airport looking at a large departure information board displaying flight details, with the sky visible through large windows in the background. The image includes a caption in Portuguese about ideas losing strength outside Brazil.

Interior of an airport with a person working at a cluttered desk, using a tablet, laptop, smartphone, and other creative tools, with airport terminals and planes visible through large windows in the background.

Interior view of an airport terminal with a traveler pulling luggage towards the departure gate, with a plane visible outside the glass windows.

Passenger's hand sorting through photographs and documents on a metal counter, including a Brazil passport, an airline ticket, and a photo ID of a young man in a yellow jacket, with overlaid Portuguese text about smart curatorship and diversity.

A person sitting at an airport terminal reading a newspaper, with an airplane visible outside the window and airport control towers in the background, illuminated at night.

DOES YOUR PORTFOLIO HAVE A PASSPORT? Prepare your portfolio for international takeoff. Make your portfolio easy to navigate. Nobody is going to watch multiple case study videos. Show key frames, short clips, think about the user journey. Clear ideas win. If the idea needs extra explanation outside Brazil, it already lost strength. Show different formats. Film, social, activations, OOH. Versatility matters a lot internationally. Craft opens doors. Strong execution is already expected from Brazilian creatives. You worked hard to learn it. Now show it. Curate intelligently. Put your strongest projects first. Prioritize global brands. Show range. Cut the rest. Personal projects matter. They show creative hunger without depending on the perfect brief.

Animated chicken with large eye and exaggerated features standing next to an egg on a pedestal inside a museum with dim lighting and display cases. Text in Portuguese and a creative prompt about purpose and work.

A rooster standing on the floor in front of a large illuminated wall display with various inspirational phrases written in Portuguese. The wall features awards and icons representing values, vision, purpose, and recognition.

A meeting room with a cartoon chicken character sitting at a desk covered with papers and documents, looking at a person off-camera. There is a computer monitor and a background of office decor, with a humorous message in Portuguese about LinkedIn.

Animated rooster in a hallway holding folders and papers with motivational text in Portuguese overlayed.

A cartoon chicken sitting on a book titled "The Chicken's Guide to Existential Crisis" in a cozy library or study room, pondering with a thoughtful expression.

Animated animal characters dressed in business suits sitting around a conference table in a modern office, with a quote about the new generation seeking meaning and sometimes needing a reference to appear.

Animated rooster inside an office, standing near an eggshell, with sunlight streaming through large windows in the background, accompanied by text in Portuguese asking if the viewer's first thought is about purpose or work.

WHAT CAME FIRST: PURPOSE OR THE WORK? Today, every creative wants to work with purpose. Fair enough. But there may be an AI-shaped trap hiding there. Because purpose doesn't come from a polished LinkedIn statement. It comes from friction. From trying. From difficult bosses. From rejected ideas. From bad jobs. From the projects that force you to grow. The previous generation worked first. Then tried to understand what all that work had built inside them. The new generation wants meaning before experience. But more often than not, meaning needs experience before it can reveal itself. What about you? Which came first: purpose or the work?

Cartoon figure with colorful, tangled hair and an open mouth, set against a bright pink background with bold yellow text in Portuguese.

Illustration of a giant crowdsourced human pyramid with many people climbing ladders and cheering, overlaid with text in Portuguese.

Colorful machine with crumpled paper labeled 'Brief' entering on the left and shredded paper exiting on the right, against a bright green background.

Digital illustration of a young man with curly hair, wearing futuristic large round glasses and a business suit with a lime green shirt, working on a laptop against a pink background. There is a quote in Portuguese and a small icon of a person writing at the top.

Colorful scene with crumpled papers, sticky notes, and a clear box labeled 'BRIEF' on a blue stand against a bright green background, with a quote about AI and briefings.

A person walking on a pathway covered with colorful sticky notes with ideas and sketches, heading towards a caution sign with a construction worker. The background is bright pink, and there is a phrase in Portuguese that says 'Se criar é seu ofício, siga.'

THE AI REVOLUTION IS A DIFFERENT ONE. For creative work, that shift has already happened. AI has put millions of people in the director’s chair. Some for the very first time. And they quickly discovered a simple truth: a bad brief goes in crooked and comes back worse. The theory was always obvious. But now everyone has felt it firsthand. The hard way. In real time. If the AI revolution leads to nothing more than better briefs, it will already have been worth it. ;)

A man in white clothing sitting on a bench in a modern corridor, writing in a notebook, with a line of people dressed identically standing with heads bowed to the left. Overlay text in Portuguese reads 'Escreva suas próprias anotações antes que alguém pense por você'.

A futuristic room with people in white robes facing large digital screens displaying graphs and data, with a caption about tools summarizing everything in meetings.

Close-up of a man's face with a focus on his blue eye, with the text 'Mas resumo não é pensamento.' written above.

Person taking notes in a notebook with motivational quote in Portuguese, 'When you write by hand, you choose what matters is you,' with a small dog icon at the top of the image.

A black pen writing on a piece of paper with blurred handwriting and an arrow pointing to the right. Overlaid text in Portuguese translates to 'You register doubts, noises, connections... ideas. Even if the first ones are ruins.'

A man with a bald head and beard, focused while writing, with a gray background and white lighting. Text in Portuguese stating 'Paper does not have automatic correction, does not try to look smart'.

A solitary person in white robes walking towards a bright light door inside a modern, minimalistic, metallic interior with a group of people in similar attire standing in a line along the wall.

TAKE NOTES. Write your own notes before someone else does your thinking for you. The tools summarize everything. The meeting. The brief. The conversation. The chaos. But a summary is not the same as thinking. When you write by hand, you're the one deciding what matters. You capture questions, noise, connections... ideas. Even when the first ones aren't good. Paper has no autocorrect. It doesn't try to sound smart. Writing by hand is something simple, almost radical: thinking for yourself.

A group of six people dressed in formal and stylish attire with sunglasses, gathered around a poker table with poker chips and cards, in an opulent room with marble columns and dark wood paneling, with the text 'The Presentation Meeting' and card suit symbols at the top.

An elderly man with white hair and beard, dressed in a red blazer and white shirt, sitting at a poker table in a casino or similar setting, appearing serious and contemplative.

A person holding a hand of playing cards, specifically a King of spades, King of clubs, King of hearts, and King of diamonds, on a green poker table.

A woman wearing sunglasses and a leather jacket playing cards at a poker table, surrounded by poker chips and drinks, in an elegant room with dark wood and marble decor.

Close-up of a man's hand stacking casino chips on a green felt table at a formal event, with a blurred background of people in formal attire. Text in Spanish states, 'Before selling an idea, sell the reasoning.'

People dressed in tuxedos sitting at a poker table in a luxurious, dimly lit room with red curtains and gold accents, playing cards and poker chips visible on the table.

Group of diverse people enjoying a poker game, raising glasses for a toast in an elegant, dimly lit room.

THE PRESENTATION MEETING The client wants to hear about their business. Not about you. Not about your agency. Before the presentation, imagine every objection. Have the answers before the questions arrive. Attention is the rarest currency in the room. Don’t continue without it. Before you sell the idea, sell the reasoning behind it. The loudest person in the room isn’t always the one making the decision. Figure out who holds the chips. When the meeting goes well, nobody loses. The ideas move forward.

A LEGO soldier miniature holding a sword and smiling, standing on a pedestal in front of a field of LEGO soldiers, with a large sign above that reads 'VIVIDOR PARA CONQUISTAR' and a smaller phrase at the top saying 'UMA IA FAZ MUITA COISA. VÁRIAS IA'S FAZEM MELHOR.'

LEGO figures dressed as Roman soldiers and a Roman general are gathered around a table with a LEGO map, with buildings and banners in the background, representing a historical scene or strategy discussion.

Animated scene with robotic characters creating and displaying artwork, with art supplies and models, set in a workshop or studio environment.

Educational poster in Spanish about writing, featuring a LEGO-style scene of a writer's office with robots at desks, labeled Draft A, Draft B, Draft C, and Draft D, with large windows and a cityscape outside.

A scene created with LEGO figures depicting a film set with a medieval castle backdrop. Various LEGO characters and robots are acting out a story, with camera equipment, lighting, and a director overseeing the scene. A storyboard stands in the foreground, demonstrating a multi-scene narrative.

A digital illustration of a futuristic command center with robots, colorful signs, and gears, representing the process of orchestration in technology.

Lego figure dressed as a Roman centurion with a helmet and red cape, standing outdoors with a clear blue sky. Text in Portuguese says, 'And you? How do you organize your legacy?'

DIVIDE TO CONQUER One AI can do a lot. Several AIs can do it better. First things first: the direction and the ideas are yours. AI helps execute them. 1. EXPLORE Generate multiple visual directions quickly. Midjourney still delivers the strongest aesthetics for exploring visual territory. ChatGPT or Claude can help generate prompts with a wider range of styles. 2. WRITE Find different ways to tell the same idea. Comparing outputs from ChatGPT and Claude often leads to stronger results. The judgment, style, and final touch are still yours. 3. NARRATE Turn one idea into multiple consistent scenes. Start from reference frames using Nano Banana or ChatGPT Images. The visual style was defined earlier; what matters here is control. 4. ORCHESTRATE Connect the stages and build a repeatable process. Figma Weave, Magnific, and others. When the workflow works, production becomes much faster. And you? How do you organize your legion?

A vintage-style photograph of an elderly woman with white hair talking on a rotary phone inside a warmly lit room, with lamps and ornate furniture visible. The image includes text in Portuguese and Spanish promoting disconnecting from technology to avoid infinite feedback, with a small graphic of a person with a chainsaw pointing to the right.

A man with curly hair, glasses, and a beard looks at a screen with an intense expression, illuminated by the glow of the screen.

Close-up of an elderly woman with wrinkled skin talking on a green rotary phone, with a quote in Portuguese overlayed on the image.

Close-up of a person wearing glasses with code reflected in the lenses, and text in Portuguese about human feedback and criteria.

A hand opening a closed laptop on a desk in a warmly lit room during sunset, with a pen and a notebook nearby, and sunlight streaming through window blinds.

An elderly woman with white hair, sitting on a couch, talking on a landline phone, in a cozy, dimly lit living room with lamps and a mirror in the background. There is an inspiring quote overlayed: "Quando tudo pode melhorar, fica difícil saber quando terminar."

Close-up of hands typing on a keyboard with a blurred background and a quote in Portuguese that translates to 'You open one door, but the pattern repeats.'

SHUT IT OFF IF YOU CAN The first time, it felt like magic. "Wow... it actually got the idea." Then it started saying: "Want me to refine it?" "This could be even better." "I have another suggestion." You open another AI. But the pattern repeats. When everything can always be improved, it's hard to know when to stop. Just like with people, too much feedback creates confusion. Your judgment has to be your own, built on your experience. Knowing how to work with AI has become an essential skill. Knowing when to shut it off is one too.

SECOND CHANCE There's still time. The real Cannes Lions learning starts now. Cannes is over. But there's still one opportunity that a lot of people miss. You don't need to watch every talk. Or every interview. The best creativity course of the year is already waiting for you: the winning work. Start with the Grand Prix winners. Then move on to Gold. That alone will give you hours of world-class learning. Don't watch looking for inspiration. Watch as if you were on the jury. That's how you build creative judgment. Today, AI can find every link in minutes. The hard part hasn't changed: doing the homework.

A CREATIVE MIND Inside, they all work for you. And sometimes against you. If we could step inside a creative mind, we'd find a cast of characters fighting for control all the time. IMAGINATION "Look at this amazing idea... Wait, what was the brief again?" THE DEADLINE "Just get something down. We'll make it better later." STRATEGY "Hold on. What problem are we actually trying to solve?" JUDGMENT "Good idea. But it's not there yet." RESILIENCE "It got rejected? Fine. Let's make the next one even better." In your own creative mind, who's usually in charge?

THE IDEA SLOWDOWN When should you speed up an idea? And when should you do exactly the opposite? Everyone talks about speed. Few talk about pace. A creative team doesn't stay in high gear all the time. It changes its pace to match the moment. When an idea is ready, it's time to accelerate. Decide. Convince. Produce. Build momentum. When an idea isn't ready yet, speeding up is often the fastest way to ruin it. Sometimes your team needs pressure. Sometimes it needs answers. And sometimes, just silence. Creativity needs pace too. Knowing how to control it is part of the game.

CAN YOU READ THE ROOM? The difference between a meeting that ends well and one that ends with your idea approved. Many people know how to present an idea. But only a few know how to adapt it to the people in the room. Before you defend any concept, ask yourself one question: Who in this room needs to believe it first? Every client sees the same idea through a different lens. Growth. Revenue. Brand. Risk. Timing. The same idea calls for different arguments. Innovation. Efficiency. Confidence. The idea stays the same. The way you read the room is what changes. Having great ideas isn't enough. Approval begins when you understand who's listening.

IS AI ABOUT TO BLOW UP? AI has already transformed businesses. But what about profits? The companies selling AI are making billions. For the companies buying it, the story is very different. AI has already boosted productivity. But for most businesses, it hasn't done the same for revenue. We keep investing. Not because of today's results, but because of tomorrow's expectations. If there is a bubble, nobody knows. But maybe that's the wrong question. The real question is: How can we use AI not just to work faster... but to create more value? In advertising, AI is already producing more assets. Faster presentations. Cheaper production. But is it actually helping us create better work? Learn how to create value.

HOW TO KILL AN IDEA One of these techniques will cross your path today. COMPLICATE IT. Add more layers. More versions. More information. Until nobody remembers why the idea was good in the first place. SHOW IT TO EVERYONE. The more opinions you collect, the smaller its chances. By the time everyone finally agrees, there’s no idea left. OBEY THE CONSUMER. Ask what they want. Then give them exactly that. WAIT A LITTLE LONGER. Let’s refine it. Polish it. Align it. Most ideas die of old age. KEEP IMPROVING UNTIL YOU RUIN IT. Just one more tweak. Just one more detail. There. You ruined it. Which one kills the most ideas where you work? Learn how to keep ideas alive.

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Close-up of an elderly man with a serious expression, wearing a white chef's hat with the text "DÁ PARA CRIAR SOB PRESSÃO SEM PERDER QUALIDADE?" and the bold word "PASTELARIA" at the bottom, referencing pastry making.

Elegant dining room with pink walls, yellow chairs, and a pink table setting featuring a silver cloche, wine glass, water glass, cutlery, and a napkin. The wall has a motivational quote about artificial intelligence and free lunch, in Portuguese and

Person wearing a large, exaggerated cartoonish nose mask, a plaid suit, and red wig, sitting in an office with blinds, holding a lit cigarette, with a reflection in water at the bottom.

A humanoid robot with blood on its face and a smile on its face lying on a surface in a dark, ominous setting with red lights in the background. The text overlaid states 'Artificial Hallucinations' and a subtitle in Portuguese.

Close-up of a hand holding a connector cable with overlayed digital graphic of interconnected lines and nodes. Text on image reads 'NODES ARE THE NEW LAYERS'. Additional smaller text says 'PREPARE O SEU WORKFLOW' and an icon of a worker with a tool.

Group of cartoon penguins standing on snow with large, colorful text in Portuguese that reads, 'Apertam os cintos, os júniores sumiram!', and smaller text below questioning about AI replacing junior workers.

An illustrated poster featuring a man in a tuxedo holding a pen, with a background of concentric circles and Portuguese text about getting a license to create, implying a spy or secret agent theme.

Image with a gray background and white chalk-like text that reads "Quem é quem na criação?" with three objects labeled below: a brown egg labeled "Fundamento," a metal kitchen timer labeled "Ferramenta," and a colorful toy grenade labeled "Fanfarroni

Close-up of a humanoid robot with a white and black metallic exterior, facing to the right, with Portuguese text at the top and bottom. The top text reads: 'Tem coisas na criação que a IA não vai resolver.' The bottom text reads: 'Missão: Impossível

A person dressed as a cowboy standing in the distance, viewed through the legs of another person wearing cowboy boots, with old buildings and power lines in a dusty western town setting during sunset.

Person with a suitcase walking through an airport terminal with large windows, a city view, and the text "Prepare seu portfólio para o embarque internacional" and "Seu portfólio tem passeaporte?"

A cartoon chicken with exaggerated eyes and a red comb, standing on the floor next to a single idol egg placed on a stone pedestal inside a museum-like setting with glass display cases and skeletons in the background. There is a humorous title in Por

A digital illustration of a person with a surprised expression, wearing glasses, with multicolored spaghetti-like strands and bacteria emerging from their head against a pink background. The text reads 'Para a criação, essa mudança já chegou. A Revol

A man dressed in white sitting on a bench and writing in a notebook, while a group of identical people wearing white hooded robes stand in line against the wall in a modern, bright corridor.

A group of five people dressed in formal and fashionable clothing posing in a luxurious room with a poker game set up on a green table. The text 'The Presentation Meeting' is displayed at the top with card symbols.

Lego depiction of a Roman soldier standing on a pedestal, holding a sword, in front of a large sign that reads, "Diver para Conquistá" with numerous Lego soldiers in the background and a clear sky.

A senior woman with white hair talking on a vintage telephone in a dimly lit room, with a lamp in the background. The image includes text, "Desligue se puder," and a small icon of a person with a chainsaw.

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Instagram / @Kevin_Zung

Instagram / @Kevin_Zung Instagram / @Kevin_Zung

* Thinking

Instagram / @Kevin_Zung