The ROI on real.

In partnership with

Automation scaled execution. It also stripped out emotion.

Now the market’s correcting.

Brands are bringing back the kind of craft that feels human.

Nissan’s illustrated world by Matt Saunders outperformed its automated campaigns by 31% in social recall.

Costa Coffee’s hand-drawn festival work from Luke McConkey lifted engagement 24% and brand sentiment 17%.

Unsplash, once flooded with AI visuals, now bans AI-generated content altogether. Every image must come from a real photographer or artist —> a business decision grounded in trust.

Even the world’s biggest brands and platforms now treat authenticity as business value, not sentiment. The data and direction are clear. Work that feels made, not manufactured, performs.

People are tired of frictionless. They want friction that feels alive.

The imper-

-fect

line.

The human tone.

The pause

.

.

.

that proves someone thought about it.

Sit with:

Where has your brand started to feel too smooth, too optimized?

What could you reintroduce that shows a real human made it?

Would your audience describe your brand as crafted or produced?

Are you measuring the value of soul in your execution? Let’s talk

Use AI where it saves you time, not where it costs you soul → HubSpot’s guide shows how to make technology work for your craft, not instead of it.

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Ian Adams, Founder the little red sofa

Before founding the little red sofa, I led strategy and creative for brands like Jeep, HSBC, and Unilever at top global agencies and in-house teams across 8 countries. Now I work with founders to turn brand clarity into sustainable growth.