The Stories That Never Make It
The scripts were vibrant, full of potential, bursting with the bold ideas that junior creatives—many of them Gen Z—brought to the table. They imagined narratives that reflected the world as it is today: diverse, colorful, and inclusive. Queer couples taking center stage, differently abled heroes leading the charge, characters whose stories weren’t defined by their identities but simply enriched by them. These young creatives envisioned commercials that not only sold products but also told stories that mattered.
But time and time again, those ideas hit a wall.
At the leadership level, the spark of diversity was often extinguished. Scripts that dared to stray from the familiar—a white, heteronormative hero talent—were sidelined. "It's not quite on brief," they would say, or "It just doesn't feel right for this project." And so, the vibrant world imagined in the concept stage faded back into something more predictable.
It wasn’t that people were intentionally dismissing inclusivity. But the absence of awareness—or perhaps the comfort of sticking to what had always worked—meant that opportunities to reflect true representation were missed. The inclusion of a queer couple or a differently abled hero talent wasn’t prioritized early in the process. By the time concepts reached the client, the chance to cast a truly diverse narrative had already been lost.
Some argued that not every brief lent itself to diverse representation, but the junior creatives weren’t asking for diversity in every project. They were asking for consideration—for the chance to make room. Why not write a couple into the story without gendering them? Why not give the client the option to cast a queer couple? These weren’t radical asks; they were simple shifts that could open the door to greater representation.
The frustration was palpable. If there were more emphasis on recognizing these opportunities in the early stages of creative development, it could make all the difference. Diversity didn’t have to be shoehorned into every concept. It just needed to be an intentional part of the conversation, not an afterthought.
The disconnect between the junior creatives’ vision and the decisions made at higher levels was heartbreaking. Representation wasn’t just about ticking boxes—it was about creating work that resonated with a broader audience, work that mattered. And the truth was, if these opportunities were nurtured rather than dismissed, the industry—and the stories it told—would be better for it.