What happens if you put information-hungry young creatives, professionals, industry legends, and big brands and agencies in one event? Total chaos! But in the best way, as speakers from around the world delivered a wealth of insights to audiences eager to deepen their understanding of creativity.
ADFEST— considered to be the largest and most prestigious creativity festival in the Asia-Pacific region — kickstarted its 2026 edition at the Royal Cliff Beach Hotel in Pattaya, Thailand, on March 19, 2026. This year’s theme, Human+, champions creatives while urging them to keep humanity — and its values — at the core of their work. The “+” symbolizes the forces that have the power to elevate it.
Check out our recap of the first day of ADFEST 2026 below:
Candies From A Stranger: Bridging Worlds in International Productions
ADFEST commenced with the talk “Candies From A Stranger: Bridging Worlds in International Productions,” hosted by CONNECT THE DOTS. Speakers included company members from different countries: Takehito Kuroha (Director & Executive Producer, Tokyo), Gita Karmelita (Producer, Jakarta), and Suthida Sihasavetra (Producer, Bangkok). The talk revolved around the essential role of cultural intelligence and human trust in global production, positioning these traits as more critical than AI for the next industry breakthrough.
Feeling is the New KPI
The next session, titled “Feeling is the New KPI,” explored how the creative industry is navigating the shift from a purely execution-focused approach to one that prioritizes human emotional intelligence and conviction in an AI-driven world. The panel featured Chris Gurney of Crisp Group, Vittoria Badini Confalonieri of Benetone Films Advertising, Sam Koay of Koay Film, and Seiya Matsumiya of Black Cat White Cat Music.
From Insights to Impact: Creative Data That Amplifies Ideas
While technology is expanding, many still rely on humanity. In the session “From Insights to Impact: Creative Data That Amplifies Ideas,” Ian Forrester of DAIVID and Matus Balogh of CreativeX covered two distinct ways AI is being integrated: one is focused on creative effectiveness through data, while the other is on personal productivity and “laziness” as a form of innovation.
Creative Use of AI for Building Creative Credibility
Jaeho Oh of PYLER delivered his talk via video as his company is relocating. His session focused on the “seatbelts and safeguards” necessary for the modern video ecosystem, particularly as AI-generated and user-generated content outpace human review capacity.
It’s About Time: People’s Borrowed, Not-Owned, Sacred Seconds
Teodora Migdalovici of TheAlternativeSchool urged a shift toward “Design Feeling,” where human attention is treated as a sacred gift rather than a commodity. She argued that true creative impact comes from moving beyond spreadsheets to prioritize “heartset,” converting wasted time into high-quality, emotional moments.
Game On, Plus: Growing Asia’s First Gaming X Marketing Content Hub
Rey Tiempo of Co-Op Play & Game On; James Bernardo (Creative Consultant, Educator, Storyteller, and Writer); and Amir Tohid of STATION T shone the spotlight on Filipino creativity as they presented “Game On, Plus.” They traced the evolution of Game On, a platform championing creative opportunities in gaming through thought leadership, original content, and the launch of The In-Game Ads Awards.
The Conversations That Reshape Creativity
A panel of former Gerety Awards jury members — Lucia Ongay of Gerety Awards, Pannarai Juanroong of Ogilvy Bangkok, Anna Fawcett of Filmgraphics Entertainment, and Shruthi Subramaniam of BBDO India —explored how the industry’s most influential minds are reshaping storytelling, inclusion, and innovation.
Making People Care: Storytelling in the Age of AI
Oliver Atkinson of Casual took the stage next to reveal how storytelling triggers powerful brain responses, proving that immersion and genuine connection matter more than simple digital clicks and engagement.
Creativity After the Headcount Era
This session explored how AI-powered micro-teams are reshaping the industry. Gerry Mattios of Bain & Company, Georg Warga of GOODSTEIN and The Tamashi Collective, Anthony Leung of The Tamashi Collective, and Christian Mix-Linzer of Tracks & Fields debated whether agility can now outperform traditional agency scale.
The Rules Behind Breaking The Rules
The sessions closed with Ravid Kuperberg of Mindscapes, who suggested that the most valuable and intelligent technology at your disposal is your own mind. By learning how to better “prompt” your own thinking, you can break traditional rules to find original solutions.
This series of talks reminds us that while technology provides the tools, it is the human spirit that gives them soul. True creativity remains the only force capable of turning data into dreams and transforming chaos into lasting impact.
The first day of ADFEST concluded with a sunset welcome party featuring a DJ set from Black Cat White Cat Music.
adobo Magazine is an official media partner of ADFEST 2026.
READ MORE:
ADFEST 2026: The future is Human+
The Cannes Young Lions grind continues for Sofia Jayme and Ching Chingcuangco
