“Feeling Is the New KPI” introduces a Human+ creative framework that pairs technological speed with human emotional intelligence. The session uses the Toyota Advantage campaign as its core case study, led by Chris Gurney (Co-founder & Chief Creative & Innovation Officer, Crisp Group) and director Sam Koay, whose partnership shaped the campaign’s intention, tone and emotional resonance.

They are joined by key collaborators in the Human+ ecosystem:

●   Vittorio Badini Confalonieri, leading production craft, on-set performance and execution.

●   Seiya Matsumiya, shaping musical emotion and grounding the work in human feeling.

The team show how AI supports early creative phases: idea exploration, VO rhythm tests, music and visual mood sketches, rapid pre-visualisation and social-content development across APAC markets. AI accelerates clarity and alignment—especially between Toyota and Google—but all decisions remain human-led. Story, performance, emotion, cultural detail and musical instinct are never automated.

Delegates leave with a practical Human+ framework:

●   Use AI as an accelerant, not an author

●   Protect human craft and cultural nuance

●   Build collaborative ecosystems that keep humanity at the centre

This session offers a view of how Human+ workflows speed development while ensuring emotional storytelling and cultural authenticity remain the defining force behind the work.

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