I guess one way to decode the Ghiblification phenomenon and why we keep acting out the same behaviours is to recognise how, even pre-AI, we’ve been flattening our digital lives into neat, aestheticised arcs. AI is just scaling that logic that we had already normalised. JoRoan from Monks NYC has an interesting take on this, in a marketing context: https://www.wanderingwonderingstar.com/p/marketing-isnt-dead-its-going-through
Feels like Rare Beauty has taken a literal page out of The RealReal's playbook on Substack - both play on a seeming "Gossip Girl" persona. I feel like we're about to see an influx of brands coming here now, but the ones that stick will have unique, differentiated POV. Many will follow the behind-the-scenes angle but that will get old quickly.
Also, thank you for turning me on to Remsen - love their design-focused positioning and I want one of those pill tins. That is, if I had an extra $300 lying around...;)
the thing with like brand BTS to me is like…unless you really make it interesting/artistic/compelling (like the Jacquemus BTS in the Atelier shot on iPhone)…it’s just noise that is marketers 4 marketers!
Oof the accuracy of AI closing the gap on ‘trying’. Ethical AI is such an interesting topic! I suppose the closest is something like Maison Meta working with Norma Kamala but even then…opens some interesting future morality questions.
I guess one way to decode the Ghiblification phenomenon and why we keep acting out the same behaviours is to recognise how, even pre-AI, we’ve been flattening our digital lives into neat, aestheticised arcs. AI is just scaling that logic that we had already normalised. JoRoan from Monks NYC has an interesting take on this, in a marketing context: https://www.wanderingwonderingstar.com/p/marketing-isnt-dead-its-going-through
Feels like Rare Beauty has taken a literal page out of The RealReal's playbook on Substack - both play on a seeming "Gossip Girl" persona. I feel like we're about to see an influx of brands coming here now, but the ones that stick will have unique, differentiated POV. Many will follow the behind-the-scenes angle but that will get old quickly.
Also, thank you for turning me on to Remsen - love their design-focused positioning and I want one of those pill tins. That is, if I had an extra $300 lying around...;)
the thing with like brand BTS to me is like…unless you really make it interesting/artistic/compelling (like the Jacquemus BTS in the Atelier shot on iPhone)…it’s just noise that is marketers 4 marketers!
100% agree
Oof the accuracy of AI closing the gap on ‘trying’. Ethical AI is such an interesting topic! I suppose the closest is something like Maison Meta working with Norma Kamala but even then…opens some interesting future morality questions.
1000%