Emily Keegin

You saw that with the J.Crew vans commercials or advertisements from earlier 2025.

So I think it might be changing a little bit.

I mean, I think we're definitely seeing the trend as an aesthetic trend.

Return to film has been an aesthetic trend for the last few years.

It's only building.

What is funny is that then, you know, AI then looks like film.

It follows you wherever you go.

Shapeshift into whatever you create.

I mean, we're seeing corporations, though, really take this to heart, I think, in how they are now showing us how their advertisements were made to prove that humans were behind it.

Apple has done this, did this beginning, the middle of last year, a lot of the ads that they were creating, they then did behind-the-scenes ads

you know, video to make sure that we all knew that there were people involved, that the puppets that were on display were handmade and had real puppeteers attached to them, even though we all saw the same, we saw it small scrolling on our phones, right?

Ultimately, that we weren't sitting in a theater watching puppets, we were watching an image that could have honestly been done digitally.

Yeah.

But they wanted to prove that they're human.

And I feel like we're trapped in a terrible episode of, is it cake or something?

And it's like we all have to prove that we're just stuck there.

And I'm not convinced that it's a bad thing, honestly.

Like, I'm not convinced that we will get out of this in a worse place.

Like, this might actually be a great exercise in reminding ourselves what we care about and how we are human beings that want to be around other human beings and are excited about real things, you know?

I don't think it's a bad thing.