ADC Creative Days: What remains of the genius?
A time full of inspiration—at the intersection of neuropsychology, creative practice, and critical discourse on AI. The ADC Switzerland «Creative Days» in Zurich delved into the depths of creative processes and revealed a tension between self-perception and readiness for the future.
Anxiety is not a disease
"Without fear, there would be no courage." In his short presentation, Prof. Dr. Hennric Jokeit, neuropsychologist and photographer, provided a highly relevant classification for creative professions - in times of profound change due to technology, crises and structural change. Fear is not necessarily destructive. If it does not become chronic, it can even fuel the creative process. The context is crucial: in repressive working environments, such as agencies with a culture of fear, creativity is systematically suppressed.
Jokeit advocated a more relaxed approach to uncertainty - also in view of neuronal connections. Creative thinking requires access to the so-called default mode network, the state of free association. This is precisely where the anxiety system in the brain overlaps. If you are constantly under power, you cannot dream. And creativity is social. Our brains are evolutionarily designed for collaboration - a valuable reminder for an industry that often loses itself in a lone wolf mentality.
Unlearning is the new progress
In her keynote speech "Shaping Creative Intelligence", Layla Keramat, on the other hand, advocated continuously saying goodbye to outdated routines. If you want to create something new, you have to be able to let go of the old. Her example: high jumper Dick Fosbury revolutionized the sport by daring to use a new technique - born out of necessity, but which became the norm.
Her comments on the rapid adaptation of technologies - from the Internet to ChatGPT - showed how much our time is characterized by the "delta of discomfort". Nevertheless, Keramat does not see AI as a spectre, but as a tool. The best creative minds know how to use it in a targeted way. However, she warned against generic results through "lazy prompting" and called on people not to devalue the creative process by taking shortcuts. Her thesis: those who use AI to create more efficiently but continue to rely on intuition and emotional coherence will make the difference.
The panel - between plain language and comfort zone
The panel "The hard currency of creativity" formed the core of the morning. Thomas Wildberger, President of ADC Switzerland, not only acted as an astute moderator, but also highlighted his personal experience with Johan Jervøe, also part of the panel, at UBS, how crucial the client's willingness to 'really' want creativity is, and how this attitude can lead to one of the most 'creative client relationships' for years to come.
Andrea Bison emphasized the importance of a fear-free biotope in which mistakes are allowed. Heidi Hauer traced intuition back to neurobiological networks - and pleaded for creative spaces to be designed more quietly and consciously. Manuel Wenzel, on the other hand, took up the cudgels for playfulness. Creativity should also be fun.
These perspectives were refreshing - as was the unanimity in the demand for genuine enthusiasm as a currency in client contact. Johan Jervøe's review of his time at UBS showed how strongly clients can shape creative excellence - if they really want it.
And yet: AI remains a red rag
As inspiring as many of the statements were, the unanimity with regard to artificial intelligence was striking. Although everyone emphasized its usefulness as a tool, it was consistently denied any real creative achievement - as things stand today.
This revealed a certain mindset: AI as a "junior copywriter", not as an author. The arguments sounded like empirical knowledge - but also like distancing. Especially in a format dedicated to the future of creativity, the question remains unanswered: When will the scene open up to a way of thinking that does not exaggerate the human, but puts it into perspective?
An appeal to the creative class
The talks and discussions in Zurich made it clear that creative excellence also has a strong foundation in Switzerland - in knowledge, attitude and ambition. But they also showed that if you want to maintain it, you have to be prepared to break patterns. Creativity requires courage, intuition - and openness. The next creative quantum leap will not come quietly. Those who stand still will not be overtaken - they will simply no longer be seen. And: those who see it coming are better off sitting on packed suitcases. Is the proximity of Creative Days to Zurich Main Station a sign of things to come?
From Monday, the m&k team will be on the road in Cannes - in search of answers to the questions that were also raised at the Creative Days: What remains of genius? And how is creative excellence really measured today?
