ADFEST 2025

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FESTIVAL : TRUE TREND OR FAKE FAD?

The creative industry consumes trend and insight reports hungrily. Are they all valuable? How? And how do you use the ones that are? Paul Drake, Foundation Director at D&AD, came to ADFEST to host the Trend Immersion Workshop. Its attendees were given a clear understanding of how to spot trends and differentiate a trend from a passion fad and how to boost their creativity by using trends to inspire fresh thinking. Drake also took them inside D&AD's creative trends to understand how to use different techniques to apply these true trends to their creative process.

Paul spoke with ADFEST about the workshop and how trends are part of the immense creative resource that D&AD delivers to the creative industry.