Craft isn’t dead, it’s different. It’s migrated from the expected – away from the polished 60-second spot and into the short, sharp corners of the internet. And while some might mourn the shift, I think we should be excited. The principles of great creativity haven’t disappeared; they’ve simply evolved. And evolution gives us the chance to rewrite the rulebook: to take the fundamentals we know and remaster them for a social-first era.

Not long ago, I stumbled across yet another hot take declaring the death of craft – and, of course, social media was cast as the villain. Apparently, if it’s under 15 seconds and has a meme format, it can’t possibly be creative. Here’s my tepid take: craft isn’t dead – we just need to recognise it in its newest form.

The money’s moved. The formats have changed. But the principles? They’re still there. The issue isn’t that we’re losing craft – it’s that we’re still looking for it in the same places we found it in 2005.