The Spark: Seema Sharma, creativity & AI, and work life balance

Welcome to The Spark, your creative pick-me-up from The Creative Boom Podcast. Every Thursday, we bring you a shorter, snappier episode to give you that midweek boost of inspiration. From creative news to practical tips and book recommendations, The Spark has everything you need to keep your creative energy flowing. Whether you’re looking for a quick shot of creativity or insights to carry you through the week, we've got you covered.

In this episode, we looked back at Monday’s insightful interview with Seema Sharma, a creative director from the Netherlands and co-author of The New Creatives. Seema’s unique collaboration with AI sparked a fascinating conversation about how technology is changing the future of creativity. One key takeaway? As AI grows more prevalent, the need for human connection and authenticity in design has never been stronger.

In Creative News, we covered the big headlines, starting with the news that Rankin's agency The Full Service has filed for bankruptcy. Rankin pointed to the challenges of reduced budgets and the rise of AI, which are changing the traditional advertising landscape. In gaming, 343 Industries has officially rebranded as Halo Studios, signalling new projects ahead, all developed with Unreal Engine 5. Meanwhile, Epic Games has announced Unreal Engine 6 to power the next wave of metaverse experiences. Finally, Google has launched a new feature that lets users search the internet by simply recording a video—AI is certainly transforming how we search online.

For The Spotlight, we explored the future of audio-visual design in our feature article Key Trends in Audio-Visual Design: What’s Next for 2025. We dive into immersive AR and VR experiences, AI-generated visuals, and the growing emphasis on emotional intelligence in audio design. Brands are getting smarter at using sound to connect with audiences on a deeper level, and we’re excited to see where this trend takes us.

Our Book of the Week is a biography of the iconic Lee Miller, a trailblazing photographer and inspiration behind the upcoming film Lee, starring Kate Winslet. Written by her son Antony Penrose, The Lives of Lee Miller gives an intimate look at her many lives—from Vogue cover girl to war correspondent—and features some of her finest work. A must-read for anyone passionate about creativity and history.

In honour of National Work-Life Week, our Tip of the Week is all about balancing your career and creativity. From setting clear boundaries to making time for personal projects, we shared practical strategies for avoiding burnout. One great tip? Use "calendar blocking" to allocate time for work, creative pursuits, and relaxation to keep your life in balance.

For our Letters to the Editor this week, we heard from Christine Smith of Warfield Smith Design, who shared her thoughts on Tom Cunningham’s article about "blue collar designers." Christine reflected on her own journey from big NYC and LA agencies to working directly with decision-makers in upstate New York—a path that, she says, has been refreshing and rewarding.

What about you? What do you think? We’d love to hear from you! If you have any thoughts on this episode or anything else from the show, drop us a line at letters@creativeboom.com, and we might feature your email in next week’s episode of The Spark.