Thierry Brunfaut in Ad Age: Embracing AI's Beautiful Mess

In his latest Ad Age opinion piece, Base Partner & ECD Thierry Brunfaut challenges our obsession with perfection and urges creatives to embrace the weird, the raw, and the wonderfully flawed. As AI tools promise polish and speed, Thierry argues that true originality lies in the cracks – where discomfort breeds curiosity and chaos sparks emotion.

From off-brief concepts to intentionally broken systems, he makes a compelling case for imperfection as a creative strategy – not a compromise. It’s a must-read for anyone navigating design in the age of automation.

→ Read the full article on Ad Age