For me, it’s cultural context. AI can generate references, but it can’t fully replicate lived experience. As a South African creative, so much of my work relies on instinct, memory, language and the nuances of how we actually experience our culture.

When I’m reimagining iconic or legacy South African brands, the success of the work depends just as much on what I bring to it as the tool itself; my lived experience, cultural memory, understanding of our language, humour, visual codes and the way South Africans actually experience these brands.

The technology can help me execute an idea faster, but it can’t replace the instinct behind why something feels recognisably South African, why a certain reference matters, or why one creative choice will resonate more deeply than another.

Fabulous work, I keep circling back to it! 🤍