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Adam Horne Creative Services

adamhorne.com · American English

Adam Horne is a Stockholm-based, English-native Creative Director who builds brands, concepts and campaigns, currently at Berghs School of Communication

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Jan 11, 2026
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Adam Horne Creative Services — Stockholm, Sweden
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  1. The Slowness is the point: On Australia’s Ashes destruction, English failure, the luxury of doing nothing, and why test cricket is needed more than ever.
    Jan 11, 2026 · original
    Somewhere around the third paragraph of every sports essay, there’s a moment where the writer pivots to business lessons. “And just like Steve Smith at the crease, your brand needs to leave the balls that don’t serve the strategy…” You can feel it coming. Maybe I just spend too much time on LinkedIn. The desperate reaching for applicability. The need to monetise the observation. Fuck that. Source
  2. Brand storytelling as expensive lying.
    Jul 1, 2025 · original
    My daughter is 16 months old. We have these beautiful Swedish picture books, but my Swedish is… let’s just say, fucking terrible. So when she sits one in my lap, I don’t really read it. I just make stuff up. Fun, inconsequential, aggrandising stuff. The little rabbit doesn’t just find a carrot; he discovers a magical, glowing carrot that lets him fly. The grumpy bear becomes a dancer. Source
  3. Cannes Lions: Was the party in the kitchen?
    Jun 24, 2025 · original
    I didn’t go to Cannes Lions this year. But I kept my ear to the ground all week while getting ready to help deliver the Lions Creative MBA. The whole thing reminded me of a house party. The thing I love about house parties is that the host really doesn’t get to choose how the party plays out. A host can spend all day setting up the living room. The lighting and ballons are perfect… Source
  4. Why Coded Creativity is Ripe for AI Replacement
    Jun 6, 2025 · original
    Walk through any city, scroll through any platform, flip through anything print, and you’ll notice something unsettling: most advertising within the same category looks disturbingly similar. Luxury watches all feature dramatic lighting and Swiss heritage narratives. Car ads invariably show winding roads and engineering prowess. Banking commercials default to handshakes, families, and “your future”… Source
  5. Staring at Clouds. Again.
    Jun 1, 2025 · original
    “Creativity” isn’t some divine spark, some mystical essence emanating solely from our carbon-based brains; it’s an emergent property of the interaction between an artefact and an interpreter. Therefore, whether the work was created by a human brain or an AI system becomes less important once someone actually experiences it and the creative interaction begins. The “Human Essence” Myth in… Source
  6. Helping Creative Teams to Thrive with AI, Behavioral Insights (and a Touch of Professional Parenthood)
    May 24, 2025 · original
    The New Creative Crucible – Forging Future Leaders Picture this: Your most seasoned creative, who still mumbles about “the good old days of Letraset,” just nervously asked if “ChatGPT thingamajig can, you know, do the concepts for the next pitch.” Or maybe it’s the junior, bright-eyed and bushy-tailed, who’s already using AI to generate campaign visuals that are… surprisingly decent. Source
  7. The humour heuristic
    May 19, 2025 · original
    For a while, I clung to “curiosity.” But let’s face it, curiosity has been pummelled into such a bland, motivational-poster cliché that it’s almost meaningless. Besides, in this grand age of Wikipedia binges morphing into the AI era, faking a surface-level curiosity is child’s play. Ask a chatbot to be curious about quantum physics, and it’ll spit out a convincing monologue. Doesn’t mean it gets… Source
  8. Logcast: Social Stockholm Syndrome
    Apr 18, 2025 · original
    This video argues yes, drawing parallels between the hostage’s adaptation and our own relationship with addictive, algorithm-driven platforms. It’s a perspective that clarifies the present problems and emphasizes the critical need for alternatives like Logcast. We even wrote a pretty comprehensive report on our hypothesis (and concluded it really worked as a useful metaphor). Source
  9. Is your core competency your core incompetency?
    Apr 16, 2025 · original
    Every successful organisation has a golden goose. That one core competency – perhaps dazzling efficiency, mesmerising marketing, constant communication or technical wizardry – lays the golden eggs. This is The Trick. Profits roll in, classes fill up, shelves are emptied, plaudits accumulate, and high-fives happen. They all love The Trick. The temptation, naturally, is to keep feeding the goose and… Source
  10. Rory’s reading list
    Apr 5, 2025 · original
    Note: There’s an updated version of this reading list over at my new site, Aizle.Co. I highly reccomend checking that out instead. I’m wrapping up something of a Rory Sutherland bender. I don’t know how many Youtube videos and podcast episodes I’ve listened to but it’s been weeks of loud shirts and sharp words. I made this mostly for myself bit here’s a brain-expanding media list mentioned… Source
  11. The Joy of Watching: Why Reasoning Models Are Your New Creative Partner
    Feb 13, 2025 · original
    The Problem with Perfect Here’s the thing: Traditional AI like ChatGPT-4o and Claude are like colleagues who always show up with immaculate presentations but never share their messy notebooks—you know, the ones where all the real creative gold lives. They’re good but also black boxes, serving up polished solutions without letting us peek at the beautiful chaos of creation. They leave us a… Source
  12. Reflective Assimilation
    Sep 11, 2024 · original
    They’re from a kick-off meeting before summer with the team that organised the graduation exhibition. I like to imagine that when my students hear those words and nod in understanding, they’re nodding to something that came from me. And in a way, maybe they are because I repeat it so much. This phenomenon isn’t unique to me. It’s something I see all around: the subtle way we adopt quotes… Source
  13. POTM—2024.01: About last night
    Apr 22, 2024 · original
    Source
  14. From Global Goals to Inner Souls: A Reflection
    Oct 11, 2023 · original
    As a fan of Adam Curtis, it feels very familiar. It does feel like we’re flirting with some of the most significant faults that the counterculture made in the 60s and 70s. And Here are some of the key points that Curtis makes in “The Century of the Self” about the counterculture of previous generations and its shift inwards: Both the the Inner Development Goals and the UN’s… Source
  15. Linear vs. Lateral Thinking: Knowing When to Shift Gears
    Sep 16, 2023 · original
    Linear Thinking: This is a step-by-step, sequential approach to problem solving. Like a train on its tracks, it follows a predetermined route, considering one thing at a time. It’s something that comes easy, you can do it with a hangover. Because all the associated things are filed closely in your brain. Lateral Thinking: Lateral thinking is a term coined by Edward de Bono in the 1960s to… Source
  16. Need a good idea? Then have lots of ideas.
    Aug 24, 2023 · original
    As a creative professional and while teaching at Monash University in Australia, ISCOM in Paris, and now Berghs School of Communication, one mindset that stands out always (that rookies don’t often realise), particularly during brainstorming and conceptualising stages, is quantity over quality. This might seem counterintuitive, especially in a world that often prizes perfection. However… Source
  17. Test Bosch
    Aug 12, 2023 · original
    How do you reduce food waste, kickstart a smarthome ecosystem, and win a hackathon? With Sustain – the entry we made that won the hackathon. It’s a system that makes it easy to make meals with the food that’s already sitting in your refrigerator. OK, I’m getting ahead of myself. So, here’s what really happened. Context Bosch Hack-The-Home Hackathon Problem Our idea was simple. Source
  18. Test of a new template
    Aug 12, 2023 · original
    Donec sollicitudin neque vitae eros posuere bibendum. Fusce sollicitudin fermentum lectus lobortis ultrices. Praesent ultricies velit a est sagittis, fermentum sodales augue congue. Aliquam massa ante, pharetra eu lobortis sodales, commodo vitae nulla. Maecenas ullamcorper porta egestas. Client Ut suscipit blandit blandit. Quisque ac nisi ante. Lorem ipsum dolor sit amet… Source
  19. Getting outsiders in
    Aug 7, 2023 · original
    There are lots of reasons why people don’t naturally fall into the creative industry. A big one is that they’re outsiders, and the industry isn’t very good at inviting them in, or that outsiders don’t see that working in the creative industry is even an option. Most of us are outsiders in a way – big or little. And if you’re an outsider, then I’d like to help you if I can. Source
  20. Bosch: Smarthome Hackathon
    Aug 7, 2023 · original
    With Sustain – the entry we made that won the hackathon. It’s a system that makes it easy to make meals with the food that’s already sitting in your refrigerator. OK, I’m getting ahead of myself. So, here’s what really happened. An Indian, a Romanian, a Swede and an Australian (yes, we do sound like the start of a bad joke). Four random people that had never met – walked out of Hack_The… Source

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