Nitin Sushilkumar Itkyal, Creative Director, Minutiae Agency.When I first entered the creative industry over three decades ago, ideas were born in sketchbooks, shaped in late-night discussions and refined through endless iterations. Campaigns were not just built – they were crafted. Each scribble, each rough draft, carried a human fingerprint that could not be duplicated.
Fast-forward to today and creativity feels almost instant. A single AI prompt can generate in seconds what once took teams of designers, writers and illustrators weeks to produce.
The process has never been faster – but has it ever felt more mechanical?
The early days: creativity as a craft
In the 2000s, the Middle East’s creative scene was raw yet vibrant, fuelled by i
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