Charlie Sells, Joint MD & Creative Director at Jelly
Nicki Field - Joint MD & Head of Artist Management
Tuesday 28th January 2025
Let’s face it—2024 wasn’t the easiest year for creativity. With many brands playing it safe, risk aversion became the default strategy, leading to a sea of sameness in the work we saw. While some truly brave clients stood out by challenging the bland, far too much creativity fell into the trap of predictability.
But here’s the good news: 2025 is already feeling different. There’s an energy, a hunger for change, and a recognition that being brave isn’t just an option—it’s essential. This year, we have an opportunity to reclaim what makes great creative work: impact, originality, and a refusal to settle for ‘good enough.’
Rebellion Against the Bland
This is the year of rebellion—of ripping up the rulebook and refusing to follow trends for the sake of trends. Instead, brands are finally realising that being authentically bold and daring to take risks is what gets attention (and keeps it). As we predicted in our trend report, 2025 will celebrate creativity that embraces chaos, flips convention on its head, and ultimately, connects with audiences on a deeper level.
Heroing Craft Again
At the heart of this rebellion is a renaissance of craft. Whether it’s the intricate details of design, the storytelling power of beautifully animated 2D visuals, or the authenticity of hand-made, tactile work—craft is back in focus. Why? Because audiences can feel the difference. There’s an integrity and honesty in well-crafted work that can’t be faked or phoned in, and it’s exactly what cuts through in a noisy, congested market.
Low budgets? That’s no excuse. Craft isn’t about throwing money at a project—it’s about thinking harder, being more intentional, and pouring care into every detail. As the trend report puts it: “Low budget doesn’t mean low concept.”
Blurring Lines and Getting Weird
One of the most exciting trends for 2025 is the blurring of lines between advertising and entertainment. Content isn’t just about selling anymore—it’s about engaging. Audiences are craving experiences that feel immersive, bold, and unapologetically different. It’s why we’re seeing brands lean into the weird and wonderful, breaking conventions to create work that surprises and delights.
And let’s not ignore the power of multiplicity. Successful campaigns aren’t about appealing to one narrow audience—they embrace a variety of tastes, styles, and perspectives. This approach creates work that feels vibrant, diverse, and alive.

Artists for Impact
In a growing world of faceless, machine-made content, it’s the unique perspective, personality, and authenticity of artists that will drive the most impactful collaborations. When brands truly support and champion artists—not just as a style but as collaborators—they create work with soul.
Artists use their work to amplify their voice, resulting in something very powerful and potentially cathartic. After a tough year in the economy combined with many other impending feelings of doom and gloom, burnout with creating work that is ‘empty’ or ‘superficial’ is common. Artists are now turning the burnout into something practical and, a lot of the time, into something extremely tangible and valued.
The Call to Be Brave
2025 is the year to be bold. It’s the year to say no to the safe route, to embrace risk, and to hero creativity that challenges norms and moves audiences. The malaise of 2024 is behind us, and the opportunities ahead are huge.
This is our chance to celebrate the craft that makes great work unforgettable. Let’s try harder, think deeper, and create content that doesn’t just exist but smashes through the noise.
Because when brands and creatives dare to be brave, we all win.
If you want to dive deeper into our trend report and see where we think creativity is headed this year, you can check it out here.
Charlie Sells, Joint MD & Creative Director at Jelly
Nicki Field - Joint MD & Head of Artist Management
Tuesday 28th January 2025
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