Wouter Dirks
I am business director and partner at Studio Dumbar/DEPT®, an international agency with a Dutch heritage, specialising in identity, motion, creative coding and sound. At Dumbar I oversee all new business and operations, and I’m responsible for all major accounts such as OpenAI, Meta, Apple, D&AD and Van Gogh; as well as being responsible for the finances of the studio.
In my spare time, I collect weird tattoos and jump out of airplanes.
What is your vision on our creative industry? What are exciting innovations that impacts your work as well?
A lot of major innovations are happening that are exciting and AI is of course one of them. Thanks to our clients we are pretty closely connected to developments in this sector. It’s exciting to see where it’s going, as distinctive branding will only become more and more important for brands to survive.
One of those things is that technically, motion design is becoming more accessible every day, which opens up endless possibilities. With tools ranging from AI-generated animation to 3D to creative coding, we expect to see a lot more highly produced, expressive motion pieces, mainly because the technical barriers are disappearing.
We believe the real challenge will be to use these tools conceptually and with intention, rather than just overwhelming audiences with techniques for the sake of it.
