The rise of the unspiritual Machines, chatgpt and midjourney

This week has undoubtedly been my heaviest usage of AI. Primarily chatGPT and MidJourney. I’ve written and illustrated children’s books. I’ve made 1980’s mail order catalogues, produced a gangster rap about getting a job in a bank, and have been given nightmares by combining Victorian dolls and fast food. Reading, researching and playing and I’ve come to a rather chilling conclusion.

The 2022 project highlights

As we all need a little distraction and fresh inspiration, we’re sharing with you three new case studies we’ve been particularly invested in this year. If any of the intros below leaves you wanting for more, you’ll be able to find more in depth versions with their fair shares of pictures and process details on our website as well.

Homeslice Pizza ad campaign as reimagined by Artificial Intelligence

What does AI mean for creativity in your branding. We’ve been playing a lot with AI recently. Inspired by artificial intelligence art from midjourney and dall e, we used niche platform wombo dream to reimagine our advertising campaign for Homeslice.  The original campaign image Why is this intersting?! HA, Great question. What are the potential uses […]

Where are they now!

What happened in the year of the Ox, who found success, and who won some awards?! We’re going to look at how our favourite brands have been doing in the year of the Ox: what they’ve done and how they’ve done it! We promise they are not ranked by success or favourites =) Our big […]

Launching the new Element Fresh menu

Element Fresh Menu 2021

Over the past few months, we’ve been working side by side with Element Fresh on their rebranding project, which includes the roll-out of their all-new menu. We are thrilled to see the project come to life.

Wishing you merry very surreal Christmas 2020

Trying very hard not to sum up the year as there is still a few days to go, anything could happen! Let’s focus on Christmas, if you’re new to Thread Christmas cards, this is a tradition as old as time it’s self, maybe older. 2010 some say. Some of our inspiration… Want to know more […]

Can you measure the ways branding raises profits?

  “Why should I spend money on branding not marketing?” A conversation that comes up often while we’re talking to clients (especially in China), how can we quantify value for money? Is it worth it? And it’s a great question to be asking. If your product or service is not unique, there is no doubt […]

11 lessons for getting more work for less money from your agency!

After spending five years working in UK agencies and 15 years running my own in China, I’ve seen how some clients get amazing deals, how others waste budgets and agencies take advantage.  I’ve pitched with many partners and against countless competitors, I know their tricks and shortcomings too.  As clients are cutting budgets, yet need […]

 Shanghai’s F&B – What’s the secret sauce?

 Since we’ve all had to stop and catch our breath, I’d like to reflect on a few of the non virus battles. Who’s restaurant survived the last decade? And of those who will survive the virus? Not many, not many at all. Having worked on hundreds of restaurant brands over the years, I’m always staggered […]