The Intersection of Creativity and Business Mastery

In this episode of The Fabulist, I – your host Joel Pilger – am joined by industry veteran Justin Cone at BUCK to tackle some of the biggest shifts currently shaping the motion design world.

We dive into the rise of in-housing, as brands increasingly bring creative work in-house. This trend, while challenging for studios reliant on agency work, is creating fresh opportunities for those ready to build direct, meaningful relationships with brands.

We also get into the role of AI in creative workflows. Justin and I discuss how AI can open up creative possibilities, but only when it’s used to enhance—not replace—human insight and craft. Justin shares his thoughts on where AI adds value and where studios should draw the line to ensure their work remains both high-quality and human-centered.

Lastly, we explore the idea of “ephemeralization” — doing more with less—and how staying curious, adaptable, and plugged into the industry can help studios navigate these ongoing shifts. This is a must-listen for anyone in the creative industry looking to stay ahead in a rapidly changing landscape.