Alex Wilson, Global Executive Creative Director at Amplify discusses the integration of content and experience in Amplify's work, highlighting the importance of creating opportunities for consumers and talent to curate their own experiences. The conversation explores the changing expectations and ways of working in the creative industry, the shortened timeframes for results and career progression, the confusion around job titles and the impact of AI. We also delve into the ambition and side hustles of young creatives, the shift in culture and expectations, the impact of technology and social media, and the evolution of filmmaking and creativity.