Communication, Marketing, and Brand Team
You can’t use up creativity. The more you use, the more you have.
Maya Angelou
Hello, and welcome to the January edition of our newsletter!
We’re back! Every month, we gather here to share the topics that have shaped our creative journey and are resonating around the world. As usual, January is the month of reports and analyses that aim to predict what will resonate in the year ahead. We’ve selected five 2025 trend reports that caught our attention. Additionally, in this month's edition, Fred Gelli shares his insights on rebranding in an interview with D&AD. His audio article and the Flying Tent (Barraca Voadora) documentary, launched in celebration of Tátil's 35th anniversary, are also live!
Our goal is to stick to our core principle of working WITH, not FOR. Feel free to share suggestions, comment on our content, or interact with us by replying to this email.
Enjoy your reading!
Communication, Marketing, and Brand Team — Tátil
Top 5 Tátil Curations
Exploring Generative AI
The Adobe Creative Trends 2025 Report reveals how generative AI is revolutionizing the creative landscape, empowering brands and creators to explore innovative ideas and build immersive experiences. The study also highlights trends such as humor for engagement, the fusion of classic and futuristic elements, and the focus on multisensory moments, strengthening emotional connections with audiences.
Humanity and Creativity
Building on the ideas presented in the Adobe report, Artlist emphasizes the value of Human Intelligence (HI) as a response to the rise of AI. The report highlights trends like nostalgic and emotional design, a focus on authenticity, and using AI as a supporting tool to expand creative potential. It also explores the impact of creator collectives, the strength of intergenerational content, and the need for agility in a rapidly evolving market.
Authentic and Humanized Brands
The report from Red Antler underscores the importance of brands embracing authenticity and leveraging technology in a discreet and humanized way. It explores concepts such as the power of "less is more," the pursuit of genuine interactions, and the ability of brands to become advocates of optimism, inspiring positive change. Examples like Visit Oslo, Sonos, and Cost Plus Drugs demonstrate how purpose-driven actions can build deeper, more sustainable connections with audiences.
Global Consumer Trends
The Mintel report examines how consumers are redefining the meaning of home, community, and tradition in a rapidly changing world. It emphasizes the pursuit of comfort and authenticity in homes, the strength of connected lives in communities, and the impact of traditions in transition. Examples like Snuggle and VisitCopenhagen illustrate how brands can balance technology, sustainability, and well-being to meet new consumer expectations.
Brand Magnetism in the Era of UGC (User-Generated Content)
The report from dcdx highlights how brand magnetism has become essential to attract Gen Z, who value authenticity, purpose, and belonging. Based on the GenZ Score®, which measures the impact of user-generated content on TikTok, the study reveals that magnetic brands like Disney and Apple control their ecosystems and foster engaged communities. In contrast, merely "relevant" brands tend to chase trends, diluting their identity.
Tátil around the world
Putting Brands on the Couch
“A brand refresh is like a therapy session. You need to go deep and understand your essence before evolving with authenticity”. Fred Gelli CEO of Tátil, and president of the jury in the Brand Identity Refresh category at the D&AD Awards 2025, shares his perspective on how reconnecting with a brand’s origins fuels originality. In this article, he explores cases like Rio Carnaval and Petrobras’ transition to Vibra, showing that branding is more than design—it’s strategy. The D&AD Awards will take place on May 21 & 22 in London. See you there!
New Article On Air!
Fred Gelli (CEO) reflects on the tension between technology and intuition, drawing parallels between the Web Summit, the Venice Biennale, and the encounter between Montezuma and Cortés. In his latest article for Fast Company Brasil, he questions whether we are repeating historical mistakes by underestimating the rise of AI and highlights the importance of cultivating our most human skills to prevent us from becoming colonized by what we create.
35 Years!
In 2024, we celebrate 35 years of Tátil and some of our biggest milestones! Among many highlights(check the recap), we want to spotlight Barraca Voadora, a documentary honoring Ana Branco, a PUC-Rio professor and biomimicry expert whose teachings inspired Tátil’s foundation in 1989. This tribute is a special page in our history and a way to recognize the people and stories that have shaped our journey.
