What happened to Grass Roots?

As big-budget celebrity advertising takes centre stage - think Timothée Chalamet fronting World Cup campaigns - this session asks what we've lost in the shift away from the culture-first, community-led creativity that defined a generation of work. Using iconic examples like Nike's Nothing Beats a Londoner, we'll explore what the swing to "big creative" really means for the future of the creator industry, and whether advertising, and creator culture, is drifting further from the culture it claims to shape.