m25 launches global series to refocus industry on the human craft behind campaigns

At a time when industry discourse is increasingly dominated by artificial intelligence and automation, global creative network m25 is shifting the spotlight back to people.

The company has launched its Global Creative Series, alongside the Producer Series and Global Highlights Series, as part of a broader content initiative aimed at documenting the individuals shaping creative work across regions.

The move comes as m25 seeks to address what it sees as a growing gap in the industry conversation.

“We launched the series to highlight the differences across regions and the people behind campaigns at a time when much of the industry conversation is dominated by technology and AI. Our aim is to bring back focus on the human side of creativity and production, showing the craft, journeys, and insights that shape the work,” the company said.

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To date, the Global Creative Series has featured 19 executive creative directors and creatives from Asia and the Middle East. Around 10 of these come from Southeast Asia, including Merlee Jayme, Maan Baustista, Jerry Hizon, Asheen Naidu, and Gordon Westman.

The series has since broadened in scope, expanding beyond creative talent to include business leaders and, most recently, producers – offering a more holistic view of the creative ecosystem. Featured figures include Neneng Arceo, Uyen Le, and Codie Larracas.

“The series is designed to showcase global creative talent, foster cross-market collaboration, and highlight how local culture and technology influence production. Above all, it emphasises the human element behind campaigns and businesses, offering the next generation clarity on how to develop their own craft and give visibility to that young talent for their careers and what paths to take,” m25 added.

The Producer Series, in particular, centres on the often underrepresented discipline of commercial production. It explores the individuals responsible for turning ideas into reality – balancing creative ambition with logistical constraints, and demonstrating the judgement and leadership required to bring projects to completion.

Meanwhile, the Global Highlights Series focuses on business leaders within organisations, spotlighting those who drive cohesion, champion innovation, and maintain operational momentum while steering long-term vision.

All series are being distributed globally through Little Black Book (LBB), CBA, as well as m25’s social media channels, enabling the content to reach audiences across multiple markets.

The initiative is structured as an ongoing rollout, with new interviews released regularly as the team travels and engages with creatives, founders and producers worldwide. “It continues to evolve with industry trends, and we plan to expand further as our network grows,” said m25.

Join us on 21 May 2026 at Content360 Philippines and be part of the honest, hard-hitting conversations redefining content effectiveness in an AI-shaped, zero-click world!

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