Imagination

Generative AI moves fast. That’s why every quarter, we break down the shifts you need to care about.

Our Q2 report unpacks how the most interesting AI developments aren't just technical - they're behavioural. From agentic tools that can click, edit and publish, to restricted model releases, we discuss the developments that caught our attention, and how our approach continues to keep human creativity and responsibility at the centre.

The more capable AI becomes, the more intentional we need to be about how we use it.

Read our Q2 generative AI report here: https://imagination.com/latest/whats-new-and-our-approach-to-using-generative-ai-q2-2026/

How do you genuinely gain the attention of fans during the world's biggest sporting event?

In a tournament as vast as the FIFA World Cup, interrupting fans mid-journey won't cut it. The brands that will be remembered are those that make their presence actually worth being a part of.

Creative Director, Wesley Richardson, argues that the smartest brands won't ask how to get in front of fans, but how to genuinely enhance what fans are already feeling. The passion is already there. The role of a brand is to tap into it, not talk over it.

Wesley explores what brands need to get right before the first whistle blows. Read more here: https://imagination.com/latest/why-world-cup-fans-want-inclusion-over-interruption/

We're thrilled to announce that we won silver at The FAB Awards!

When Guinness returned to London to launch the Open Gate Brewery, we set out to create an experience that felt as iconic as the brand itself. A visitor journey rooted in storytelling, sensory discovery, and the craft of modern brewing. To see that work celebrated on the global stage means a great deal.

A huge thank you to our partners at Diageo and to every member of the team who poured their energy into bringing this experience to life.

Congratulations to all of this year's winners.

https://imagination.com/work/guinness-the-open-gate-experience/

American Craftsmanship. Rugged Premium Design. Pioneering Capability. A new Ford Motor Company and Filson Adventure Icon has arrived.

Last week, we introduced the new Bronco Filson to the world from the heart of the Pacific Northwest.

Congratulations to our clients and partners, we’re looking forward to seeing this one hit showrooms.

Is friction-maxxing the answer to an increasingly automated world?

Chief Strategy Officer, Tom Gray unpacks why a growing number of consumers are actively seeking out friction - and what that means for brands in the FMCG space.

The opportunity isn't to make things easier; it's to help people find meaning in the moments that matter. From the IKEA Effect to the Guinness two-part pour, the brands building lasting salience aren't removing effort. They're designing for it.

Read more on friction-maxxing here: https://imagination.com/latest/why-friction-maxxing-is-becoming-a-selling-point-for-brands/

We filmed something exciting this morning!

FYI: For Your Imagination is already back in the studio, this time probing the question of fandom and authenticity when it comes to experiences and sport.

In the run up to the World Cup, Chief Strategy Officer Tom Gray sat down in our London Labs with independent sports journalist and founder of Mundial Magazine, Seb White, alongside Group Marketing Director at Genius Sports Tom Washington.

The conversation dived into the future of brand engagement in sport; exploring the shifting nature of fandom, the globalisation of fan culture, and what it really means for brands to show up authentically.

Stay tuned for more!

From an unexpected start in ballet to leading global event production at Imagination, Ross Wheeler, Business Director and Head of Live, sat down with the Event Industry News podcast to unpack how theatrical discipline shapes the way we think about live experiences, and why the details that happen before the event are just as important as the moment itself.

A great live experience doesn't happen by accident. It's built from instinct, craft, and a deep understanding of what makes an audience feel something. Because when you've trained to perform, the audience is always your priority.

Listen to Ross’ insights here: https://www.eventindustrynews.com/news/from-ballet-to-big-stage-ross-wheeler-on-imaginations-live-event-magic