Creative Review, Volume 45, Issue 1, Spring 2025

In this issue we look towards the future, as we do each spring, beginning the year by delving into the trends and developments that forward-thinking creatives should be aware of right now. As AI embeds itself into our daily lives, it already feels like we’re living in the future, or at least the classic sci-fi vision of it anyway. But how these new technologies and ideas are truly going to play out is still impossible to know. We look at how they are impacting us right now in terms of jobs, and how art may help us understand them going forward. This involves looking at developments in ways of working, examining topics such as the rise of personal brands and the concerns around job security off the back of a turbulent 2024 for the creative industry. We also explore the relationship between different corners of the creative industry, including how the fields of typography and branding can become more aligned moving forward, and the much-discussed tensions between agencies and production companies against a challenging backdrop within the commercial production space. The issue looks at the embrace of dupe culture by brands, changes in the retail space, and why social media is still not taken seriously enough by either the ad industry or the awards shows (which are seen as a barometer of what ‘good’ work looks like). Elsewhere, we look at design developments in health and politics, and how these may radically change our lives in the years to come. Political designer and strategist Sana Iqbal talks to us about how progressive parties and organisations can use design and storytelling to rebuild themselves for the future. And if you’re in the market for a new face and body this spring, or you work for a beauty brand, you would be wise to check out Lucie Greene’s examination of the impact that weight-loss drugs and plastic surgery ‘tweakments’ are set to have on the fashion and beauty industry. In case you’re feeling a touch overwhelmed by all that, we talk to some of the artists and creatives who are using developments in tech and media to reach new audiences, offer new visions and even have some fun. Among them are Shadrinsky, the Paris-based creative duo whose filmed stunts, examples of which appear on our cover, are bringing a lo-fi sense of fun to the fashion industry, and art collective Mschf, whose subversive projects could teach brands a thing or two about fame and virality. Joining them are interviews with Wang & Soderstrom and Kim Le Boutin, who are using art and design respectively to expand our technological horizons, and showing us new ways to communicate with the world. We also profile Zongbo Jiang, who uses digital artistry to offer a very different take on our climate change challenges, and Extraweg, the Berlin-based artist behind Severance’s title credits. He won an Emmy for his work on season one and his designs for season two are similarly impressive, as are his bizarre and brilliant 3D artworks, which push the physical form into unexpected places. Whether you’re looking for inspiration on how you can push your practice to new places, or you want to steel yourself for the year ahead by staying informed about changes in the industry, we hope there is something for everyone in this issue. (From the publisher)