Why Nils Leonard stopped just making ads – and started making things.
In a world you can skip, scroll past or ignore, how do you make something people want to keep? Nils Leonard, founder of Uncommon, sits down with Rory Sutherland to explain why physical, human-made objects are winning back our attention.
From ad man to studio founder, Nils Leonard has always chased work that people want to return to. He tells Rory why he set out to build a ‘studio’ not an ‘agency’, why ‘different beats better’, and how getting dangerously close to the line is where originality lives.
In the age of AI, he makes the case for objects you can hold – from a hairdryer that looks like Piers Morgan to a wine-stained mailing – and why the real human effort behind these is exactly what we're learning to reward.
To get the full low down watch the episode on YouTube.
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