Moments, phrases, and provocations from the 2025 D&AD Festival that lingered long after the talks ended. This isn’t a full recap — just fragments that made me pause and think: “OMG, YES.”
The Psychology Behind Craft
Ben Langsfield, Teo Connor, Dr. Paul Marsden
“Craft is a signal of care.” This was the first thing I scribbled down. At first it felt like a war flashback (lol), triggering memories of sleepless nights, endless revisions, and that stubborn fixation on details. But in a panel on The Psychology Behind Craft, Ben Langsfeld, Teo Connor, and Dr. Paul Marsden framed craft as a love mark — a signal of care, intention, and competence.
Craft is about having the user’s best interest in mind. It’s about taking time to make something better. True craft, they said, embodies knowledge that can result in something surprising. Dr. Marsden reminded the audience that we each have just 3 billion heartbeats in a lifetime. When we choose to spend some of those on crafting our work, that’s what makes it something of value.
Perform or Perish
Leland Maschmeyer, Co-CCO and CEO, Collins
This was one of those talks that was sharp and relevant. It tied beautifully into the theme of craft evolving with time. Leland Maschmeyer broke down his talk into three parts and opened with a story about the fall of the Swiss watch industry — specifically, Patek Philippe. He walked us through the rich tradition and mechanical precision that made Swiss watches the gold standard … until 1969, when Seiko dropped the Quartz Astron, the first commercial watch that successfully used battery quartz technology. It was a Japanese innovation that changed everything.
Instead of adapting, the Swiss doubled down. They leaned into what they were uniquely good at: complications. Not problems, but intricate design features like perpetual calendars, minute repeaters, and tourbillons. Leland framed it as a shift from Component Craft (pre-quartz) to Complications (post-quartz). In other words, they made their craft even more complex — and in doing so, elevated its value.
Leland used this story to discuss how craft is critical in moments of change, and it’s especially true now that everyone is worried about AI. He introduced a Venn diagram:
- Pre-AI was Concept + Aesthetics
- Post-AI is Concept + Aesthetics + Performance
We tend to look at AI as an erosion of value, but Leland offered a counter: it’s actually a chance to lean harder into craft. He closed the talk with a reminder that stuck with me: it doesn’t matter that AI is here — what matters is what we do with it. Craft still wins. If anything, the bar’s just been raised.
All Ideas Are Bad Ideas (Until Designed)
James Taylor, Global Head of Design, TBWA\Media Arts Lab
James Taylor opened with a familiar truth: designers in agencies are often boxed into execution, just comping, doing decks, typesetting, working on templates, creating mockups, retouching, resizing. Sounds familiar? Yeah, same.
But he made a strong case for why advertising needs design thinkers, and how the role of design goes far beyond support.
He shared three approaches to designing better ideas:
- Approach campaigns like a logo: One shot to say everything. Universal. Simple. A single idea that transcends language.
- Craft campaigns with the discipline of visual identity: Visual cues help tell the story faster and louder than words alone ever could.
- Leverage the power of distinctive assets: They can flex. They can evolve. And sometimes, they are the idea.
Most importantly, he urged a shift in mindset: “Design isn’t a department. It’s a way of thinking.”
What all these talks reminded me is this: Craft really matters. Whether it’s the care behind a pixel, the complexity of a mechanical watch, or the design thinking that sharpens an idea — craft is what adds value and meaning to the work. And in a world moving faster than ever, that’s exactly what we need more of.
Just some thoughts before landing
Somewhere between LHR to DOH, somewhere between airplane food and an inflight Frasier (Google it) marathon, I reviewed my notes, thought about what to write, and replayed the talks in my head. These three that spoke about care, time, and intention, spoke the loudest to me.
If there’s one thing I’m taking home with me (aside from my D&AD freebie haul), it’s this: Craft deserves time. I’ll be pushing for that, together with the rest of the MullenLowe TREYNA team, with the work we do, and with how we decide something’s “done.” Back in Manila now. Still thinking about London.
adobo Magazine is an official media partner of the 2025 D&AD Festival and the 2025 D&AD Awards.
About the Writer
Mylo de Borja is Head of Art and a Creative Director at MullenLowe TREYNA. She also teaches as an adjunct lecturer at Enderun Colleges, drawing from 16 years of experience in design and advertising.
