It’s Giving Internet Culture: A Look back as we enter 2025

Hello, internet! As we reflect on 2024, one thing is clear—this year was a kaleidoscope of absurdity, nostalgia, and unfiltered expression! From the playful chaos of “brat summer” and Taylor Swift-inspired friendship bracelets, to the Webby’s telling social media managers to “embrace the absurd,” the internet gave us a front-row seat to the power of viral moments. With Gen Z leading the charge—accounting for a staggering 94% of trend engagement—the tone of 2024 was unhinged yet deliberate. Even brands like Ryanair leaned into the chaos, playfully trolling Selena Gomez in the name of relatability. And let’s not forget “demure,” the 2024 word of the year that started as a TikTok trend.

With all this in mind, we asked a member of each FUSE team to share their insights from 2024, and what they’ll be bringing to the table as we enter 2025. And it’s giving anything but demure 😉

Production

Terra Stephen – Integrated Producer

As a producer, my job is to take bold, creative ideas and turn them into reality—on schedule, on budget, and with just enough chaos to keep it exciting (because let’s be real, chaos is inevitable!). Looking ahead to 2025, there are a couple of things I am expecting. The first being the obvious: AI. AI is revolutionizing the way we work. From generating storyboards to speeding up edits, it’s making pre-pro and post-pro faster and smarter. However, AI can’t replace the human touch, the instincts, or the vision that make a video truly memorable. In 2025, the challenge will be finding the right balance—using technology to streamline the process while preserving the soul of the work.

The other thing I expect is the need to be a team player. Producing is never a solo mission. It’s about the crew—from directors and creatives to editors and clients. The best projects come from trust and collaboration. This year, it’s all about building stronger relationships, creating tight-knit teams, and making sure clients feel like true partners. That’s what turns good work into great work.

Media

Morgan Leung – Platform Specialist

Reflecting on the whirlwind of 2024, it’s clear that hyper-personalization and AI integration will be more crucial than ever. With AI and machine learning, brands can deliver content that’s customized to individual preferences and behaviours, making ads more engaging, effective, and delivering tangible results. Platforms including Google, Meta, and Quantcast are leading the way in using AI to create dynamic, personalized ad experiences that adapt in real-time, ensuring that each interaction feels relevant and timely to the consumer. Brands should leverage these advancements by creating different ads with tailor-made messaging to resonate with various types of customers.

From our experiences in 2024, we’ve seen how fragmented media consumption has become, with consumers engaging across a wider array of platforms and devices (traditional TV to social media, streaming services, and beyond). This has underscored the necessity of a multichannel strategy. Seamlessly integrating across various platforms will be key to maximizing reach and reinforcing brand messaging. For example, combining the broad reach of connected TV with the targeted precision of digital ad platforms can create a powerful synergy that boosts overall campaign effectiveness. By embracing these advancements, brands can stay ahead of the curve and connect with their audiences in more meaningful and impactful ways.

Creative

Spencer Friedman – Copywriter

2025 is going to be another year filled with questions about AI and its potential to replace jobs across creative sectors. Yes, it’s proven itself to be a great tool, personal assistant, and strategist, but I don’t see it taking jobs, just yet. The public doesn’t want to see AI replace humans. There isn’t a desire to see totally AI-generated creative. Most efforts have been ridiculed and dragged on social media. This was exemplified most recently by Coca Cola’s 2024 holiday ad and Activision Blizzard’s Zombie Santa Loading Screen. Nothing about these ads were offensive, but the internet HATED both with a fiery passion.

Breathe a sigh of relief everyone, 2025 will not be the year AI replaces our creative jobs. I believe it will continue to serve as an invaluable tool in creative deck and strategy building, but that’s it. That being said, the launch of the mythical Super Artificial Intelligence may be around the corner. I don’t want to think about that. What I do want to think about is all the exciting work I’ll be on for not-for-profit clients Soles4Souls and The Downie Wenjack Fund this year.

 

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Finance

Diana Chavez – Junior Accountant

2024 has brought valuable lessons and achievements, both personally and professionally. One of the key highlights has been the successful use of AI-driven bookkeeping software, which has enhanced data analysis and streamlined processes, reducing human errors (us accountants aren’t perfect!). As 2024 wraps up, Canada’s economy continues to focus on sustainability and evolving tax regulations, which will impact financial reporting and compliance.

As we move into 2025, there will be a heightened emphasis on data security and compliance, especially with changing tax laws and regulations. Staying informed and up to date on these developments will be essential for ensuring accuracy and integrity in accounting practices. With that in mind, I’m committed to bringing my best to the team by staying current with accounting changes, embracing new technologies, and prioritizing continuous learning to navigate the challenges ahead.

Strategy

Madison Rogers – Creative Strategist

For me, 2024 has taught me the strength of being a jack of all trades and a master of them too. In 2025, we are going to see more and more “Creative Generalists” in the wake of AI. AI can do a good job at outperforming humans at very specific tasks, but being able to transfer your skills through a variety of mediums makes your “human ware” that much more valuable. As a Graphic Designer turned Creative Strategist, I’ve designed brand identities, curated concepts for 360 campaigns, built social content strategies and written narratives that brands live by.

Speaking of social strategies, the future of TikTok in Canada is a BIG question mark right now, (with the Canadian government declaring they shut down their offices here) short-form content continues its dominance. If TikTok is ripped from the scrolling hands of Canadians (which I hope it won’t be), this will be a huge gap for other social platforms like YouTube Shorts, and IG Reels to fill their FYP shoes. For these platforms, they must continue to tap into the niche communities and micro influencers that have worked so well for TikTok. This type of content provides more genuine, relatable brand narratives than traditional mass TV spots. But a little advice to social platforms: Stop. Copying. Each. Other. Instagram’s Threads, TikTok Notes—we see you trying to be the cool, multi-talented kid. Users want unique experiences, not a bland content soup that tastes like everything and nothing.

@grenadeofficial Sorry not sorry🤣 #grenade #grenadebar #gingerbreadproteinbar #proteinbar #gingerbread ♬ original sound – ameliadimz

Well, there was a lot more “AI” driven insights and comments than expected – although perhaps it was expected. Here’s hoping in 2025, there will be less “AI”, and just a little more weird!!