BEST CREATIVE MOMENTS OF 2025

2025 was a year where creativity didn’t just make waves – it made headlines, broke the internet, and set new standards for what marketing, music, and design can achieve. From music to AI, from bold campaigns to playful furniture drops, these were the moments that made the creative world stop and stare.

MARTY SUPREME: NEXT LEVEL MOVIE MARKETING
Marty Supreme hasn’t even hit cinemas yet, and it’s already one of the most talked-about films of the year. The reason? A marketing campaign that feels less like promotion and more like performance art – one that sells a feeling, not just a movie.

For the upcoming A24 production, the team kicked off its unusual campaign with a staged 18-minute Zoom call starring Timothée Chalamet and the Marty Supreme marketing crew, brainstorming promo ideas in real time. One highlight: Chalamet presenting his “visual artist’s idea” for the film’s symbol—an orange square. Ridiculously simple. Absolutely perfect.

What started as half-serious ideas quickly became reality: an orange blimp floating over cities across the US, Marty Supreme-themed cereal boxes, and even a full clothing line. The standout: the viral Marty Supreme bomber jacket, spotted on celebrities associated with greatness—Tom Brady, Frank Ocean, Kid Cudi, Kylie Jenner, and more. And yes, it instantly became a cultural touchstone in its own right with people queueing for hours to get their hands on one themselves.

The latest and probably most brilliant strike is Chalamet’s surprise guest remix on UK rapper EsDeeKid’s track “4Raws.” After months of speculation that Chalamet himself might be the masked rapper, both artists finally shut down the rumors—while simultaneously creating another marketing explosion for Marty Supreme.

KENDRICK LAMAR'S SUPER BOWL HALF TIME SHOW
Kendrick Lamar’s Super Bowl Halftime Show didn’t just meet expectations—it rewrote them. His 13-minute extravaganza instantly entered pop culture history, blending razor-sharp musicality with layered political symbolism.

From the opening moment, the message was clear: dancers formed the American flag with their bodies – visibly divided – setting the tone for a show centered on tension, power, and fracture in the U.S. The performance doubled as a pointed diss toward Drake, while simultaneously functioning as a broader cultural commentary.

Kendrick was joined by SZA, Samuel L. Jackson in the role of Uncle Sam, and tennis icon Serena Williams, each appearance loaded with meaning. The result was a halftime show that felt less like entertainment and more like a statement. Big shoes to fill for Bad Bunny next year.

THE LOUVRE HEIST OR HOW VIRAL MOMENTS SPARK MARKETING CAMPAIGNS
With attention spans hovering around eight seconds and viral moments growing ever shorter, it’s no surprise that brands are quick to tap into internet chaos. In 2025, no moment proved this better than the spectacular Louvre heist in October.

According to reports, four balaclava-wearing thieves took just seven minutes to steal eight historical items, many linked to Emperor Napoleon, his nephew Napoleon III, and their wives, Empresses Marie-Louise and Eugénie. The heist unfolded at 9:30 a.m. local time: glass smashed, artifacts grabbed, a getaway on foot followed by motorbikes. No weapons. Pure audacity.

The internet reacted instantly with memes—and one brand moved faster than the rest. The company behind the lift allegedly used during the heist launched a perfectly timed campaign featuring the elevator in action. The line?
“When you need to move fast.” Below it: “The Böcker Agilo transports your treasures weighing up to 400kg at 42m/min—quiet as a whisper.”

A masterclass in cultural responsiveness – and proof that marketing moments don’t wait for permission.

ALBUM CAMPAIGNS: THE IMAGE BECOMES THE MESSAGE
In 2025, album covers stopped being static visuals and became full-blown cultural events. Superstars Rosalía and Bad Bunny proved that a single image – or the entire rollout – can carry an album into global conversation before a note is even heard.

Rosalía’s campaign unfolded like a visual puzzle. Cryptic drops, distorted textures, and symbolism rooted in both tradition and futurism blurred the line between album artwork and contemporary art. Every reveal felt intentional, every detail dissected by fans and designers alike.

Bad Bunny, meanwhile, pushed the marketing envelope further. His 2025 release Debí Tirar Más Fotos became an immersive cultural campaign. Teasers included a global scavenger hunt linking fans to Puerto Rico’s landmarks, surprise TV appearances, and a creative rollout that tied music, heritage, and experience together – turning the album release into a viral phenomenon and a Grand Prix-winning marketing moment.

Both campaigns prove the same point: in an era of endless content, a strong creative idea still cuts through. Not louder. Just smarter.

GUSTAF WESTMAN x IKEA: THE POWER OF THE HYPE
When Gustaf Westman and IKEA announced their collaboration, the internet reacted instantly. Blobby silhouettes, candy-colored finishes, and unapologetically playful forms met the mass appeal of the world’s biggest furniture brand – and the hype was immediate.

What made the collaboration work wasn’t just aesthetics. It was restraint. Teasers were scarce, previews carefully curated, and drops designed to sell out fast. Social media did the rest. Westman’s already-iconic design language collided with IKEA’s global reach, creating a perfect storm of accessibility and desirability.

The result: pieces that felt collectible, joyful, and strangely emotional. Proof that hype isn’t about shouting, it’s about timing, trust, and knowing exactly when to let the internet do the talking.

NEXT LEVEL AI – WHEN CREATIVES COLLABORATE WITH MACHINES
By 2025, the AI debate had shifted. Less “Will AI replace creatives?”—more “What happens when creatives truly collaborate with it?”

This year saw a wave of projects where AI wasn’t used as a shortcut, but as a creative partner. Filmmakers used tools like LTX Studio to prototype entire visual worlds before shooting a single frame. Designers trained custom models on their own archives to build living brand systems that could adapt and evolve without losing their identity. Musicians co-composed with algorithms trained on their own back catalogs, using AI as a sparring partner rather than an autopilot.

The most compelling work shared one thing in common: strong human direction. AI didn’t lead, it responded. It challenged habits, amplified ideas, and introduced friction exactly where creatives needed it most.

2025 made one thing clear: the future of creativity isn’t human versus machine. It’s human with machine, turning curiosity into action.