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Insights from Nils Leonard at Rapid Sessions, Titanic Hotel Belfast
It's difficult to surpass the Titanic Hotel (housed in the old drawing office of the Titanic) as a venue; its light-filled spaces, grand scale, rich history, and luxurious renovation create a truly spectacular setting for any event.
Add in a sunny Belfast morning and the presence of one of the most intriguing and relevant figures in marketing today, proved to be the ingredients for a particularly memorable occasion.
Nils Leonard, co-founder of Uncommon Creative Studio—a powerhouse agency with an impressive client list including British Airways, Nike, and ITV—took centre stage to deliver a compelling and thought-provoking presentation. Despite the setback of a cancelled flight, Nils made it to Belfast, perfectly reflecting the resilience and creativity that were central to his message. Known for his radical thinking and disruptive approach to creativity, Nils shared invaluable insights with a very relatable and human approach, making the morning not just memorable, but truly inspiring.
The Real Meaning of Creativity
Nils opened his talk by challenging the conventional understanding of creativity. He emphasised that creativity is not about gimmicks or superficial elements like bean bags and waterslides in the office. Instead, creativity is a survival mechanic—a crucial response to challenges and crises. It's what people do when they’re "in the shit," a reactionary tool that allows individuals and businesses to navigate through difficult times.
He gave examples of how creativity has disrupted traditional industries: from the rise of Spotify challenging record labels to Airbnb revolutionising the hospitality industry. Nils made it clear that true creativity is about problem-solving and reacting to the world around us, not just about producing aesthetically pleasing work.
The Importance of Being Brave and Different
Nils can laugh at himself, and shared his musings on "creative bravery" with his wife, who’s levelled response was, "F**k off Leonard, firemen get to talk about bravery. You don’t get to talk about bravery, you sell cheese."
While creativity may not be life-threatening, it does still require a bit of bravery to push boundaries and do things differently.
He stressed that brands today need to be bold and willing to stand out in a world that’s oversaturated with content. Citing the example of Uncommon’s projects, he explained how creativity should be used to solve real-world problems and create meaningful connections with audiences.
Creativity as a Response to the World
One of the key takeaways from Nils’ talk was the idea that the most powerful moments of creativity arise in response to the world, not within a vacuum. He illustrated this with the story of Stephen Klein’s famous "blue" at an art show in Paris—a concept that resonated not because of the colour itself but because of the experience and narrative built around it.
Nils encouraged the audience to take the world more personally in their work. He urged creatives to look for trouble and friction in the world as these are the areas where the most impactful work can emerge.
According to Nils, it’s not about having a special material or a secret technique; it’s about how you choose to see the world and react to it.
The Role of AI in Creativity
As AI continues to evolve, Nils sees it as both a challenge and an opportunity. He acknowledged that AI can do the "shit stuff" better—faster, cheaper, and more efficiently than humans. However, he pointed out that AI cannot replace the core of what makes creative work valuable: the human touch, the ability to solve problems in innovative ways, and the deep emotional connections that creatives can forge with their audiences.
Nils challenged the audience to consider what would happen if creativity were removed from their business. Would the business survive? For many agencies, the answer might be yes because they rely heavily on content rather than true creative innovation. He urged creatives to focus on the part of their work that AI cannot do—the part that the world needs most.
Never Wait for Permission
One of the most inspiring messages from Nils’ talk was the idea that creatives should never wait for permission to pursue their ideas. He spoke about the common complaint, "They stole my idea," and dismissed it as irrelevant. According to Nils, ideas are out there waiting to happen, and it’s up to the individual to act on them with speed, conviction, and determination.
He emphasised that the world is constantly testing how much you want your idea to succeed by placing distractions, failures, and cynics in your path. The key is to make it happen anyway, despite the obstacles and the inevitable haters.
The Value of Solving Problems
Nils concluded by reinforcing the notion that the value of a company—or a creative individual—is the sum of the problems they solve. He encouraged the audience to embrace challenges and use their creativity to make a real impact, not just within their industry but in the world at large.
In his own words, "The more you make your own stuff, the more powerful you become." Nils urged creatives to take ownership of their work, to build, create, and innovate without waiting for someone else to give them the green light.
Conclusion: The Power of Creative Resilience
Nils Leonard’s talk at Rapid Sessions was a call to arms for creatives everywhere to embrace their role as problem-solvers and innovators. In a world that is increasingly automated and driven by technology, the human element of creativity—bravery, originality, and the ability to respond to the world—is more valuable than ever. For those in the creative and marketing industries, Nils’ insights offer a powerful reminder to stay bold, stay different, and most importantly, never wait for permission to create.
About Uncommon:
Uncommon is a global creative studio based in New York, London & Stockholm, building brands that people in the real world actually wish existed.
While engaging an agency like Uncommon mightn't be in everyones budget - they have whole rake of merch we'd love to get our hands on:
About Rapid Sessions and Rapid Agency
Rapid Agency specialises in crafting innovative strategies that combine creativity with data-driven results, helping businesses of all sizes enhance their online presence, grow their brands, and achieve measurable success. The sessions at Titanic Hotel are a testament to Rapid Agency's commitment to fostering a community of creativity and innovation.
Rapid Agency:
Contact: studio@rapidagency.co.uk
As always, If you're looking to grow your brand or business, take inspiration from Nils Leonard—embrace the challenges, push the boundaries, and always strive to solve the problems that matter - and drop us a line if that means adding to the team.
Recruitment Requirements:
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