Film, art, data, personalisation, tech, creative – it’s all meaningless unless you make people feel

There’s been talk recently of a split in the advertising industry, between ‘traditional’ creative campaigns vs. content influenced and informed by data. However, whether the idea takes the form of film, art, web interfaces or technology such as AI, it’s all meaningless unless you make people feel something.
Data in itself is inert. The ability to transform that data into work that is meaningful, emotive and immersive is where the alchemy takes place; with creative genius