The Art of Messy Creativity: Lessons from Matthew Gattozzi on Ad Creative in the Age of AI
Why It Matters (for creative strategists and media buyers who are figuring out where they fit in an AI-driven workflow)
AI may be able to dig up information, refine ideas, and get things done, but when it comes to truly original thoughts, it falls short. What really sets human creativity apart is our ability to embrace the messy process of creation—the cultural insights we gather, the emotions we navigate, and those quirky ideas that strike us while we're just out for a walk. If your creative work feels overly polished, rushed, or follows a predictable formula, it might be time to reflect on what makes it uniquely yours. This post serves as a reminder of the genuine, often chaotic, beauty of being human in the creative process.
For those who don’t know, the Foxwell Founders Membership has weekly calls about the latest trends, real-world strategies, and what’s actually working right now. In one of our recent Ad Creative webinars, host Matthew Gattozzi dropped some serious gems about coming up with ideas and writing in this wild new world of AI.
If you’re in advertising, creative strategy, or making content for a living, what he shared is a wake-up call and, honestly, a breath of fresh air about why the human side of creativity still matters.
AI Is a Tool, Not the Source of Inspiration
Matthew started by talking about how AI is shaking up creative work. He’s in the weeds with AI every day, so he’s not anti-tech at all. But he does warn us not to let AI run the show. AI is just sitting there until you tell it what to do. It’s not coming up with the big ideas on its own; that’s on us. The real magic happens when we bring the spark and set things in motion.
In his words, “AI just waits for a prompt. It’s the human who gets things started.”
Understanding the Product and the Audience
One thing Matthew really hammered home is that as creative strategists, we’ve got to know both the product and the audience inside and out. AI can help you dig up research, check out the competition, and pull all the data you want, but facts alone don’t move people.
As Matthew said, “People buy with their emotions, not just their heads. The best ads take what’s true about the product and tie it to something that hits you right in the feels, whether that’s through a killer image or a story that just sticks.”
The Power of Observation and Taste
The best strategists are basically professional people-watchers. They’re tuned in to what’s happening in culture, what people are talking about, and what’s actually cool versus what’s just noise. Taste isn’t something you get from a textbook; it comes from being out in the world, soaking up content, and figuring out what actually stands out. Matthew is big on building a swipe file of stuff that inspires you, having real conversations, and escaping from behind a screen chatting with AI all day.
The best ideas from the Foxwell Founders community, distilled and delivered.
Embracing the Messy Process
Creativity is supposed to be messy. The best ideas almost never show up when you’re just sitting at your desk trying to force them. Matthew is all about getting away from the computer, taking a walk, letting your mind go wherever it wants. His process is super hands-on. Scribbling ideas on paper, flipping through old-school ad books for inspiration, and not worrying about editing too soon. The goal is to get everything out of your head, good or bad, and sort it out later.
Finding Your Unique Process
Matthew made it clear. There’s no one right way to be creative. Some folks love pen and paper; others are all about digital boards or even cards on the table. The important thing is that your process feels like yours, it’s not a straight line, and it’s definitely messy. If you lean too hard on AI, you risk making things too neat, too fast, and you lose that random spark where the best ideas usually show up.
Practicing the Craft of Writing
Matthew’s advice? Keep working on your writing chops, and don’t let AI take that away from you. He’s a big fan of classic copywriting books (think John Caples and the like) for inspiration and to get your own ideas flowing. The more you write, the stronger that creative muscle gets.
Create Space for Messiness
If you’re leading a team, make room for the mess. The best ideas need breathing room, less time in meetings, and a space where people can actually think, try stuff, and see what sticks. If you don’t give your team that space, you’re going to miss out on the really good, original stuff.
Modern Creative Strategy: More Than Data and Formulas
Matthew wrapped up by showcasing concrete examples that embody the kind of creative risk-taking AI alone can’t replicate. For instance, he highlighted a job listing from RAMP for a viral creative producer, which featured a creative taste test as part of the application process. Applicants had to judge the “coolness” of various social media posts, including a stunt where Kevin from The Office spent 12 hours in a box in Times Square. This unconventional approach signaled to creative candidates that bold, out-of-the-box thinking is not just welcomed but required.
Matthew also pointed to viral organic content, such as a TikTok where the creator cheekily riffs on dating “filters,” blending humor, internet culture, and authenticity in a way that formulaic, data-driven ads can’t match. These pieces break through the noise by remixing formats and sources (from reality TV to niche YouTube channels) rather than simply copying what already exists.
He emphasized that the best ads often result from drawing inspiration from different formats and niches, then combining them in unexpected ways. “Creativity is about breaking patterns or seeing connections others miss,” he said. These examples reinforce the importance of venturing outside traditional research and data, seeking inspiration from the unexpected, and having the courage to bring messy, original ideas to life.
Final Thoughts
Matthew’s call to action: don’t let AI tidy up your creative process too much or too quickly. Keep things messy. Get out there, live a little, write, reflect, and try new things. Use AI as your sidekick, not your replacement, and you’ll keep coming up with ideas that actually surprise people and drive results.
The big takeaway: the future of creative strategy is all about leaning into the messy, human side of things. Use AI to boost what you do, not to take over that spark only you can bring.
Get access to the weekly calls, the community, and the conversations that matter.
