Build, Break, Learn, Repeat
Code and Theory Head of Production Christine Clark shares what today’s brands and leaders need for a competitive edge and why AI is only as powerful as the information we feed it.
What should clients be focusing on the most right now? How has it changed from last year?
Right now, brands need to be doing two things at once: evolve their martech stack and AI strategy while also rethinking their storytelling to match. Too often, companies focus on just the tech or just the creative, but real impact happens when the two develop together.
Ever heard the phrase “Garbage in, garbage out”? It applies here. AI is only as powerful as the data, strategy and creativity we feed it. It’s not just about adopting the latest tools; it’s about adapting them to serve real business goals. That means making sure your data is clean, your AI is trained with purpose and your content is designed to integrate seamlessly with the technology behind it.
The brands that get this right aren’t simply using AI; they’re shaping it to work for them. And that’s where the real competitive edge comes in.
What’s one project you’ve seen or worked on that has had a significant impact?
One of the most impactful projects I’ve worked on was launching Genesis into the luxury car market — a space dominated by legacy brands. We needed to make a statement, not just introduce another car.
Instead of launching a traditional campaign, we built an immersive showroom inside Toronto Pearson Airport, turning one of North America’s busiest travel hubs into a stage for the Genesis experience. A massive 50-foot video wall and precision projection mapping brought the G70 to life, blending digital storytelling and physical installation. More than showcasing a car, it introduced a new philosophy: luxury that comes to you.
It was a highly technical and beautifully executed campaign that redefined what a car launch could be.
What’s the best way to keep your team motivated and working at a high level?
Keeping a team motivated at a high level comes down to three things: clarity, inspiration and outcomes-focused leadership.
First, I believe in empathetic leadership — people stay engaged when they understand why their work matters. We’re in a service industry, which means the best thing we can do is help teams connect the dots between their individual contributions and the bigger business challenges we’re solving. When people see the direct impact of their work, motivation becomes intrinsic.
Second, breaking patterns is as important as building them. Inspiration doesn’t happen in a vacuum. If we’re heads-down all the time, we lose perspective. So I encourage my team to step away, seek new inputs, challenge their own thinking — because when they come back, they’re sharper, more creative and more energized to push the work forward.
Third, I focus heavily on outcomes rather than activities. Teams thrive when they’re empowered to solve problems, not simply complete tasks. By establishing clear success metrics and giving people the autonomy to determine their own path forward, we avoid micromanagement and foster ownership. I’ve found that celebrating meaningful wins — the solutions that drive real business impact — creates a culture where people are motivated by results that matter, not just checking boxes.
What’s a current trend or insight you’ve noticed that will be transformative this year?
One of the biggest shifts right now is agentic AI — AI that not only assists but also acts on its own. This moves us beyond automation into AI that can analyze data, make decisions and execute tasks with minimal human input.
In my world, this could mean using an AI agent that monitors campaign performance in real time, adjusts spend, tweaks creative and even launches new variations based on engagement — all without waiting for a team to step in. The upside? Faster, smarter and more personalized marketing. The key is balancing automation with oversight to ensure AI is enhancing strategy, not operating in a silo. The brands that understand this will move faster and smarter than the competition.
How have you seen the industry transform throughout your career?
I’m a producer at my core — I like to figure things out and build. I’ve worked across games, film and advertising, always in the space where creativity meets innovation.
Early in my career, the iPhone launched and I was building mobile games and apps. I also had the opportunity to work with early augmented and virtual reality experiences, computer vision and projection mapping. Back then, those things felt like the cutting edge. Now, they’re part of the fabric of how we engage. Technology has evolved, and with it, the way we communicate has become more dynamic, personal and immersive.
We’re no longer just telling stories in 16:9 — we’re shaping experiences that people step into, interact with and make their own. The industry has transformed because the audience has. The challenge now goes beyond keeping up with new tools — it’s understanding how to use them to create deeper, more meaningful connections.
What’s your biggest source of inspiration?
I find inspiration in travel, art and people.
Travel gives me perspective; experiencing different places and cultures always sparks new ideas. Art challenges the way I think. And people — especially the teams I work with — are a constant source of energy.
Stepping outside my usual environment, whether through a trip, an exhibition or a great conversation, helps me come back with fresh ways to tackle the work.
What is the one thing you’d tell your younger self?
Trust yourself. You already know more than you think — stop waiting for permission. Build, break, learn, repeat.
Christine Clark is head of production at Code and Theory.
