Audiences are growing increasingly resistant to work that feels over-produced, impersonal, or disconnected from real culture. At the same time, brands have access to unprecedented creative power, regardless of budget. Will Trowbridge, CEO and Founder of social-led creative agency Saylor, talks strategy in the new world of advertising.
What is enabling the rise of “lean luxury” creative, and what makes it succeed (or not)?
Two things have converged. First, production capabilities have evolved to a point where quality is no longer dictated by budget alone. At the same time, audiences have grown skeptical of over-produced, high-gloss work that feels out of touch. The creative that breaks through today is rooted in authenticity, relatability, and genuine connection. “Lean luxury” isn’t about spending less. It’s about being more intentional with every choice.
How should influencers be used?
At Saylor, we believe creators are creative partners, not distribution channels. They understand their audience in ways no brief can fully capture. When you build authentically alongside them, the partnership expands a client’s universe, not just their KPIs.
How are AI and automation changing campaign workflows?
AI and automation are transforming campaign workflows from linear pipelines into dynamic, parallel systems where ideation, design, and production unfold simultaneously. Teams can visualize near-final ideas earlier, align faster, and make smarter creative decisions before major investments begin. Repetitive tasks like versioning or localization are now automated, compressing timelines without constraining ambition. The result is hybrid production—blending AI, live action, and design—powering smaller teams to deliver broader, higher-quality output. As execution accelerates, creative leadership and strategic taste become the defining forces behind standout campaigns.
