‘ If I put this candle in an all-white gallery space it looks like a piece of art. If I put this candle in a garage it looks like a piece of trash. I can either spend my time designing the candle, or I can spend my time designing the room that it sits in.’ - Virgil Abloh We were reminded of this take from the late Virgil Abloh - this concept is something that we live and breathe at Gum. For our clients, we will always ask ourselves what world does this product need to show up

Last year we were invited by Australian Fashion Council to share our top predictions for the communications industry. Now we are in February, and after revisiting this piece we are standing behind these predictions even more so. We are already watching many of these materialise and start to take shape, with some predictions louder than others. It's impossible to ignore that we are entering a reckoning brought on by tighter budgets and shrinking attention spans, in a market th

I was scrolling recently when I came across an ad: a deep-etched product image with the CTA ‘Shop Now’. Ordinarily, I would have kept...

Food is marketing's favourite prop at the moment. Maybe it's cost of living. Maybe it’s escapism. But what we know is that this content...

This is a question that has been floating around for the last few years, particularly in Australia, and has never been more poignant...

The creator economy has gone through seismic shifts over the last few years. We’ve gone from bloggers, to influencers, to creators, to...

The dominance of algorithm-driven content in today’s social media environment has led to a flattened culture, driving audiences' desire...