Creativity Beyond the Feed: Embracing Authenticity in a Distracted World
Written by: Jade Nodinot, Associate Creative Director
The world feels strange right now, and writing about creativity can feel a little frivolous.
The truth is: we’re craving escape. Escape from the everyday. Escape from the endless bad news. Escape from our curated-but-fake digital lives. Escape from the grey mundane.
But the bigger question is: how do we step off this constant marketing hamster wheel? Every day there’s a new trend, a new AI tool, a new shiny distraction. How do we make sure we focus on what truly matters?
There can be a tendency to rush in headfirst, terrified of being left behind, stretching ourselves across every format, demanding logos bigger than ever. In the process, we dilute great creative work until everything looks like the same edgy but sanitised output.
But hope isn’t lost.
Over the past year, we’ve seen the big return of IRL. Luxury brands, in particular, are leaning back into sensory experiences, moving away from the digital lens and into the physical world.
Hermès is best in class here, though in truth, they never moved away from their craftsmanship or creative roots. In March 2025, the brand launched the Drawn to Craft series, a beautifully considered project that debuted on Instagram and continues to roll out as a creative feast. In it, Hermès partners with digital artists. Why digital? Because illustration and animation bring the Maison’s craftsmanship to life in motion, perfectly replicating how today’s audiences consume stories online.
Hermès’ collaborations keep the brand relevant without ever chasing hype. By tapping into sketch-room heritage and fusing it with fresh creativity, they produce limited-edition pieces that feel authentic, spark collector buzz, and fuel desire.
The result: Hermès proves that “slow luxury” not only survives but thrives in fast-moving feeds. Each commission positions them as a cultural curator, investing in creativity rather than chasing fleeting trends.
On social, Hermès stays true to storytelling over sales. Their posts feel more like small works of art than ads: lush visuals, minimal captions, and meticulous craft. People share them because they want to, not because they’re nudged to, which makes every reel feel special, and every like a little more meaningful.
By valuing depth over dopamine hits, Hermès turns each reel into a keepsake, each like into a flicker of longing.
Yes, Hermès is Hermès, one of the biggest heritage brands in the world. They have the budget, the status, and the cult following. So, where does that leave the rest of us?
For our recent influencer campaigns with Freenow by Lyft – promoting everything from functional pre-booking rides to our most recent rider safety campaign – it’s never been about overtly pushing product; it’s about telling a story.
Our audiences switch off the moment something feels overly polished or salesy, so we dive into insights and handpick creators who are the perfect fit. The magic happens when they’re given the freedom to create in their own voice, blending the campaign message naturally into content that feels authentic. This results in high engagement and genuine, scroll-stopping moments, and the comments lit up.
Look around. Most big brands are paralysed. Scared to evolve. Scared to trust their instincts. Or simply stuck copying what everyone else is doing. Creativity has become design by committee at board level.
So, what can Hermès teach us?
Never grow up. Keep experimenting. Be playful. Celebrate your heritage and uniqueness. Go where no one expects you. Share stories, not metrics.
The world is craving real experience and human connection. Brands that embrace that truth, with courage, curiosity and craft, will be the ones we actually remember.
Moral of the story: stop worrying about what other people (or the algo) might think and just get on with your day - true to yourself.
Supporting links:
https://www.instagram.com/p/DMu01I7IOvV/?img_index=1
https://www.instagram.com/reel/DMuz2XsIYXs/
https://www.instagram.com/reel/DEUfoqzMvkb/?hl=en
https://www.instagram.com/p/DOV8VpbkoQW/?hl=en
https://www.instagram.com/p/DM92eb2soL5/?hl=en
https://www.instagram.com/reel/DMIGBQ4TWdU/
https://thefashionography.com/fashion-lifestyle/art-design/hermes-collabs-with-artist-richard-haine…
https://www.domusweb.it/en/news/2025/05/19/hermes-video-instagram-headquarters-becomes-packaging.ht…
