Design creates culture. Culture shapes values. Values determine the future.

Almost 40 years after creating one of the world’s most iconic slogans, Nike presents the campaign “Why Do It?” — a relaunch that speaks directly to Gen Z. The global film brings together athletes such as LeBron James, Rayssa Leal, and Vini Jr. to reframe the mantra: not as a glorious destination, but as the everyday choice to start, try, and keep going. More than nostalgia, it’s a cultural update — an example of how brands activate their symbolic assets to keep them alive and revitalized.

Jane Goodall, who passed away at 91, revolutionized our understanding of chimpanzees and became one of the most influential voices in conservation. Her last interviews were urgent reminders: humans are “just another animal”, entirely dependent on nature for survival, yet destroying their only home. At Tátil, we share this conviction. Biomimicry and design are our way of learning from nature to create possible futures — systems where brands don’t just consume resources but regenerate meaning. Goodall’s legacy is a call to remember that design, like life, thrives only when rooted in the living world.

OpenAI has launched its biggest global campaign for ChatGPT, shot on 35mm and shown from the Super Bowl to Times Square, transforming everyday prompts — a romantic dinner, a fitness routine — into cinematic narratives. The move marks a shift: instead of selling futuristic promises, the brand bets on the “magic of the everyday”, positioning AI as a natural extension of life. In a market contested by Google and Anthropic, the positioning is clear: more than a tool, ChatGPT wants to become part of popular culture.

The Drum highlights six currents reshaping the creative industry — from hybrid storytelling to disruptive aesthetics. Among the voices is Fred Gelli, Tátil’s CEO, who served as Jury President of Brand Identity Refresh at D&AD 2025. His perspective stands out: the most powerful projects were those that looked back with courage while reinventing the codes of tomorrow. These trends are not just forecasts — they’re signals of how brands must keep alive by constantly balancing heritage and reinvention.

In Porto Alegre, Brazil, Red Bull transformed the façade of the Centro Administrativo Fernando Ferrari into a giant curved skate ramp, blurring the line between sport, architecture, and public art. The project challenges the monumentality of state buildings by inserting play and movement where stillness usually reigns. More than a stunt, it’s a reminder of how brands can activate space as cultural stage, turning concrete into narrative.