What a Year in Review Tells Us About the Future of Creativity
Why Human Craft and Creativity Still Wins in an Age of AI – Episode 63
What Spotify Wrapped and a Holiday Ad Reveal About the Future of Creativity
As the year winds down, many of us find ourselves reflecting—not just on what we’ve done, but on how we’ve spent our attention. In this holiday episode of Modem Futura, Andrew Maynard and I leaned into that instinct, using Spotify Wrapped as an unexpected entry point into a deeper conversation about creativity, technology, and what still matters in an AI-accelerated world.
Wrapped experiences are playful by design, but they’re also revealing. They quietly surface patterns of listening, engagement, and community—reminding us that culture is shaped not just by algorithms, but by millions of individual choices. For us, seeing how Modem Futura resonated globally wasn’t about vanity metrics; it was a reminder that thoughtful, exploratory conversations still find an audience, even in an oversaturated media landscape.
From there, the conversation turned to Apple’s 2025 holiday Ad (but feels like a short film) A Critter Carol—a whimsical, puppet-driven production that feels almost rebellious in its insistence on visible human labor. In a moment when AI can generate polished video in seconds, Apple chose puppeteers, practical effects, and intentional imperfection. The result isn’t just charming; it’s instructive.
The ad works because you can feel the human care embedded in every frame. It’s not anti-technology—far from it. It’s pro-human. Advanced tools are present throughout the production pipeline, but they serve imagination rather than replace it. That distinction matters.
You can read a more detailed breakdown of this Ad and the care and craft that goes into it in a previous blog post: Apple’s 2025 Holiday Ad and the Power of Human-Made Creativity in an AI World.
We’re at a cultural inflection point. As generative tools remove friction from making things, the temptation is to settle for what’s “good enough.” But creativity has always lived in resistance—iteration, constraint, failure, and craft. When those disappear, so does much of what gives creative work its soul.
One hope we shared on the episode is that 2026 becomes the year of “behind the scenes”—a renewed appreciation for process, labor, and the messy human work that makes meaningful outcomes possible. Whether in education, media, or design, showing how something is made may soon matter as much as the finished product itself.
If the future is being shaped right now, then choosing care, intention, and humanity in how we use our tools may be one of the most important creative acts we have left.
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🎧 Apple Podcast: https://apple.co/48Sdx6r
🎧 Spotify: https://open.spotify.com/episode/4TVwLBfncHjPs4kDKbLz5t?si=QFYyZuq9R-WtgoEPTeWOlw
📺 YouTube: https://youtu.be/N1vTfDPSusY
🌐 Website: https://www.modemfutura.com/