James Mulvey, Head of Content at Motion, brings a wealth of expertise from analyzing over $100M in ad spend for DTC brands. He discusses the seven biggest creative trends for 2025, emphasizing the power of humor in advertising to enhance engagement. Mulvey reveals how to balance polished production with lo-fi authenticity, and the importance of AI in maintaining a genuine connection with audiences. He also shares insights on building effective creative teams and the significance of storytelling in capturing consumer attention.

James Mulvey, Head of Content at Motion, dives into the creative trends shaping direct-to-consumer advertising. He highlights that ads are evolving to be faster, funnier, and embracing low-fi aesthetics. A significant 71% of advertisers are set to increase their use of AI, while 68% are turning to user-generated content. POV storytelling is on the rise, emphasizing authenticity. Mulvey discusses the challenge of marrying humor with authentic narratives, showcasing how popular media influences creator strategies.