CREATIVE DIRECTOR, AMERICAN HAIKU, BROOKLYN NY

Ben began his career at R/GA and Droga5, creating work for brands like Meta, The New York Times, Reddit, and Essentia Water. Originally from France, he brings a European sensibility to his work with a deep respect for craft, visual storytelling, and the emotional power of detail. As the first creative hire at American Haiku, he launched the agency’s debut campaign for New Balance and helped guide it to Ad Age’s Newcomer Small Agency of the Year. His award-winning work, recognized by Cannes Lions, D&AD, The One Show, and the Clios, blends cultural insight with a belief that the most resonant ideas are also the most beautifully made.

Between now and 2030, which specific skills, technologies, or priorities will matter most in shaping the future of graphic design?

Between now and 2030, I think graphic design will shift from execution to orchestration. As AI accelerates production, the real value will be taste, judgment, and the ability to synthesize culture and technology into coherent visual systems. The future looks less like making assets and more like building coherent worlds in which people actually want to spend time.

What trend do you think the industry is overvaluing – and one it’s overlooking?

I think the industry puts too much weight on novelty — AI aesthetics, fast visual trends, and work built for social feeds but not to last. What gets overlooked is durability. Brands need systems that can stretch over time, move across formats, and still feel intentional. Narrative thinking is undervalued too: design that unfolds and evolves, not just something that lives in a single frame.