ADFEST 2025 – Where collisions ignite creativity

IPG’s Susan Credle 

In a flash, Asia’s biggest creative festival, ADFEST 2025, is over. With over 900 delegates from 56 countries, it was a melting pot of ideas, insights, and inspiration. Over three days, minds collided with the ever-changing landscape of advertising, creativity, and technology through sessions, workshops, exhibitions, screenings, and some partying disguised as networking.

From Day 1, two things stood out collisions fuel creativity, and the elephant in every room is Artificial Intelligence. AI has taken up so much space in our industry that it may as well have had a VIP seat at the festival. But the consensus was clear- AI is here to take over mediocrity, not creativity.

The takeaways

Everything starts with tension, as Guan Hin Tay from The One Club for Creativity explained. Conflict is essential to creative breakthroughs—a theme that resonated throughout the event. Black Cat White Cat Music’s Seiya Matsumiya and Erik Reiff expanded on this, highlighting how true creativity often emerges in the “in-between” moments when different cultures and ideas collide. These collisions aren’t obstacles—they’re fertile ground for great ideas.

Christian Greet from Cirkus and Max Lederer from Jung von Matt delved into how AI isn’t here to replace human creativity but to amplify it. Those who collaborate with AI will lead the charge in creative innovation.

Herbert Pradjaja and Kryse Ynieto from Monks emphasised the need for brands to stay agile as trends shift in real time. It’s no longer enough to join the conversation—brands must truly belong to it. Timing and relevance are critical for impact.

BBDO Guerrero’s David Guerrero, Nick Wood from Syn Music, and Arthur Tsang from BBDO Greater China demonstrated how sound and visuals influence emotions and decisions. In a content-saturated world, it’s not just what you say—it’s how you say it. The sensory experience leaves a lasting emotional connection.

Pei Ling Ho from Publicis Chemistry and Alexei Golob from The Mill highlighted the need for content that combines speed with creativity and fierce energy. It’s got to stand out—and fast.

Gut Asia’s Carlos Camacho and Belynda Sim-Mak on taking risks, trusting your gut, and breaking norms to create powerful work. The creative insanity of Thailand, as Thasorn Boonyanate from BBDO Bangkok and Wuthisak Anarnkaporn from FACTORY 01 illustrated, proves that boldness leads to brilliance. Whether blending technology with creativity or manoeuvring diversity, Third Domingo from Hakuhodo International, Vimoha Bagla from Hakuhodo Sync, and Taro Taniwaki from Hakuhodo Inc. reminded us that the invisible lines connecting us is often the spice our work is missing. 

It’s time for us to evolve as better stakeholders in this industry. As IPG’s Susan Credle wrapped up: it’s time for all of us to evolve as leaders. 

Where we go from here

AI might be sitting front row in our industry, but it won’t block our view—if we learn how to use it. The real takeaway from ADFEST 2025? It’s time to go back to the fundamentals. Trust our gut. Slow down when needed and speed up when necessary. Hack culture, push boundaries, and, most importantly, connect with human truths.

With a strong presence at the festival, Sri Lanka is ready to shake things up. The creative collisions are here to be explored—now, let’s see what we do with them.

(The writer is Associate Creative Director at DEFY, an independent advertising and design agency in Sri Lanka.)