Opened my laptop, checked TikTok, and it was over – pure brainrot hours had begun. But wait… what if that’s actually the moment creativity kicks in?
ArtVersion’s participation in Webby Talks
In a moment that’s absolutely eating and leaving no crumbs, Nick Borenstein, General Manager of The Webby Awards, spilled the tea on how collective brainrot is serving main character energy in the creative industry.
Nick joined The Webby Awards as General Manager in November of 2023, bringing fresh perspective to how we celebrate and evaluate digital excellence. As a creative mind with experience spanning the entertainment industry, his leadership at The Webby Awards continues to champion innovation and recognize groundbreaking work in the digital space.
During today’s Webby Talks session, Nick broke down why being “chronically online” might actually be our creative superpower. It was an exchange of ideas and creativity, a deep dive into industry norms and new perspectives, as our ArtVersion leadership team emerged into the discussion.
The Brainrot Blueprint
“It’s giving…” creativity, as they would say. What we once dismissed as mindless scrolling is now understood as a masterclass in rapid innovation and authentic expression. Nick pointed out how this new wave of content creation isn’t just a moment – it’s literally a movement.
Erin Lentz, Executive Director of Design at ArtVersion shares her perspective: “With each generation, access to technology, broader cultural awareness, and new modes of learning can contribute to increasingly diverse ways of thinking and creating. The rapid content breaks down linear thinking, opening new doors for creativity and iterations.”
“As Millennials, we were the first to grow up with the Internet,” Erin continues, “giving us a unique perspective on digital evolution. We watched Gen Z emerge with social media and mobile technology as their native language, fostering an entirely new kind of digital creativity. Now, Gen Alpha is growing up in an era of AI, VR/AR and immersive digital experiences, a digital literacy, taking creativity to a whole new level.”
“The randomness and chaos of mixed content can break rigid thinking patterns,” I emphasize, seeing this play out daily in our creative processes.
No Because Why Is This Actually Genius?
Here’s the slay: brands and creators who are in their brainrot era are:
Serving looks through quick-hit motion graphics
Living their best lives with unhinged authenticity
Understanding the assignment with culturally relevant content
Mother-coding their way through short-form storytelling
Nick Borenstein broke it down to simple, actionable steps: Keep it authentic, make it relevant, and make it timely.
“Timelines of the content is everything,” notes Petra Campbell, our Art Director. “In the brainrot era, authenticity isn’t just a buzzword – it’s the whole vibe. We’re seeing brands drop their corporate masks and embrace real, raw connections with their audience.”
Erin adds, “Cultural relevancy isn’t about jumping on every trend, but about understanding the moment and adding value to the conversation. When a brand truly gets it, their content doesn’t just exist – it resonates, it vibrates, it becomes part of the cultural fabric.”
The Core Aesthetic
As Nick pointed out during the talk, we’re witnessing a shift that’s giving main character energy to previously overlooked creative approaches:
Zero fear of being dubbed “chronically online”
Peak authenticity that’s literally so real
Embracing the “falling down the rabbit hole” creative process
Content that’s simultaneously unserious and groundbreaking
Leading ArtVersion’s creative strategies, I’ve been observing a fascinating transformation in the design landscape. Traditionally buttoned-up brands are stepping into this space with surprising grace. Just recently, we’ve been collaborating with a CPG company that’s ready to embrace this new realm of creativity.
The shift is happening across industries: major institutions are creating TikTok challenges, corporations are authentically embracing meme culture, and organizations are making complex information accessible through quick, engaging content.
“The aesthetic isn’t just about being casual,” notes Erin, “it’s about being relatable while maintaining trust. We’re seeing luxury, travel, and food and beverage brands finding their authentic voice in this new design language, proving that high-end can coexist with high engagement.”
The Plot Twist
According to Nick, this isn’t just about brands having their TikTok era – it’s about understanding why content goes feral and creates genuine connections. We’re seeing:
Creativity that’s living rent-free in people’s heads
Brand messages that hit different
Communication styles that are low-key revolutionary
Content that’s simultaneously based and out-of-the-ordinary
From my position leading ArtVersion’s creative strategy, I’ve observed that “user attention isn’t a given – it’s a privilege. In this era of infinite scrolling and constant content, every second of attention is earned through relevance, authenticity, and value. At ArtVersion, we’ve seen how this plays out in real time – what used to take weeks of campaign building can now spark organically through authentic, quick content bites. The most successful content doesn’t demand attention; it deserves it. We’re seeing a shift from interruption-based marketing to invitation-based engagement. When content resonates on this level, it doesn’t just capture attention – it creates connection.”
The Tea Is Hot
The future of creative communication isn’t gatekeeping perfection – it’s about being real, being rapid, and sometimes being a little unserious. As discussed during today’s Webbys Talk, brands that understand this aren’t just participating in culture; they’re passing the vibe check with flying colors.
This shift in creative communication has also fundamentally changed how brands approach collaborations. Today’s most successful partnerships aren’t just about reach – they’re about resonance. We’re seeing a fascinating evolution where creators and influencers become genuine brand ambassadors, not just messengers. “When brands collaborate with creators who truly understand their audience,” notes Erin Lentz, “they’re not just borrowing cultural relevance, they’re co-creating it.” These collaborations are producing some of the most innovative co-branded content we’ve seen, from limited edition product drops to immersive digital experiences. What makes these partnerships work isn’t the size of the influencer’s following, but the authenticity of the connection and the creative freedom to let the content find its natural voice.
Why It’s Actually Revolutionary Though
This new era of digital creativity is:
Not a bug, but a feature
Giving exactly what it needs to give
Serving looks while serving purpose
Making it easier for brands to be real ones
At ArtVersion, finding purpose in design isn’t just important – it’s everything. As Creative Director, I believe “purpose-driven design in the brainrot era means creating content that not only captures attention but creates meaningful impact. It’s about understanding that even the most casual-seeming content can carry significant meaning and drive real change. When we design with purpose, we’re not just creating content – we’re creating connections, conversations, and communities.”
This era’s “bug” – the seemingly chaotic, rapid-fire content consumption – has revealed itself as perhaps the most powerful feature of modern creativity. At ArtVersion, we’re seeing how this supposed defect in digital behavior is actually driving unprecedented innovation. Take the example of a manufacturing client we recently worked with – what started as a “glitch” in their social media strategy (an accidentally posted behind-the-scenes clip) evolved into their most engaging content series. The immediacy and authenticity that was once considered unprofessional is now the very thing that makes brands relatable. As Nick pointed out during our discussion, when brands stop trying to “fix” their casual Internet presence and instead embrace it as a feature, they unlock new levels of creative possibility. This isn’t about lowering standards – it’s about elevating authenticity to a strategic imperative.
The Final Serve
As the Webby Talks session made clear, we’re not just watching a trend – we’re witnessing a cultural reset in creative communication. The brainrot era isn’t ending; it’s evolving, and it’s taking brand creativity to places that are absolutely sending it.
For creators and brands ready to embrace their brainrot era, the message is clear: it’s time to stop sleeping on this new creative language. Because honestly? It’s giving everything it needs to give.
Today’s Webbys Talk “it’s giving brainrot”, presented by Meltwater, brought forth compelling analytics and insights into this cultural shift. Their research reveals that over 94% of brainrot content engagemnt is driven by Gen Z, and with Gen Alpha rapidly gaining ground. Only 4.3% represent Millenials, 1.7% Gen X and 0.5% Boomers. This data underscores the growing influence of younger generations in shaping digital communication strategies and creative approaches. For complete metrics and detailed insights, visit the Webbys website.
We want to thank Nick for sharing these insights with us today and to all of our Webbys friends, gratitude for inviting us to today’s talk.
And that’s the tea. Now go and touch some grass.
A Note to Creatives: Don’t miss your chance to be part of digital history – submit your work to the 29th Annual Webby Awards by Friday, December 20, 2024. We’re particularly proud to share that ArtVersion’s Art Director, Petra Campbell, will be among the esteemed Academy judges this year, bringing her expertise in digital design and creative innovation to the international jury. Here’s to celebrating another year of groundbreaking digital creativity!
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