As we cruise through the height of summer, one thing is clear: advertising is having a very human moment.
The big-budget, big-gloss productions are still around, sure, but more audiences are rewarding the real, the raw, and the relatable. This summer, we’re seeing a creative shift that goes far beyond aesthetics. It’s about tone, connection, and culture. It’s changing how brands show up in the world.
Here’s what’s shaping advertising right now, and how we’re already leaning into it at The Gate Films.
Forget flawless drone shots and perfect lighting. This season, brands are trading polish for presence, leaning into handheld, spontaneous-feeling content that mirrors the visual language of TikTok, BeReal and Instagram Stories.
From fashion to FMCG, we’re seeing ads embrace the ‘lived-in’ look, not because it’s cheaper, but because it works. Today’s audiences are fluent in media and hyper-attuned to inauthenticity. Lo-fi doesn’t mean low-quality; it means deliberately unfiltered.
What to watch:
The most exciting campaigns this summer are also the most unexpected.
Cross-industry collaborations and creative partnerships are reshaping the ad landscape, blending fashion with tech, sports with art, even nonprofits with luxury brands. These aren’t just brand mash-ups. They’re storytelling engines and its letting brands reach new audiences and co-create narratives in ways that feel genuinely fresh.
Community is also at the centre of this shift. Whether it’s user-generated content, community-driven casting, or creators helping shape the final edit, people are no longer just the audience, they’re the co-authors.
Look out for:
Brands that tap into joy, memory, purpose, and connection are dominating right now. Whether it’s a nostalgic callback, a message of unity, or a burst of absurdist humour, people are choosing content that feels like something and not just says something.
This is especially true in a summer marked by climate concern, global uncertainty, and social fatigue. Emotional economy content helps audiences process, escape, or reconnect. In many cases, it’s what earns a brand long-term love, not just short-term clicks.
Recent highlights:
John Lewis’ “The Beginner” (yes, still!) continues to be shared because it matters emotionally.
Apple’s Shot on iPhone series, which lets user stories and mood lead the message.
At The Gate Films, we’re already embedding these shifts into our creative process.
As August starts up, these trends aren’t just temporary ripples; they’re shaping the future of brand storytelling. The brands that win this summer (and beyond) are the ones that understand the moment: emotionally honest, culturally connected, and creatively open.
Let’s make something that matters.
Got a story to tell? Let’s talk.