In this exclusive interview, Kainaz shares her thoughts on what makes great craftsmanship, the role of AI in creative execution, and what it takes to impress the jury at Spikes Asia 2025.
What does craft mean to you, and what details do you look for in great work?
For me, craft is the emotional connection that a piece of work creates. It’s the subtle details that resonate deeply with you, making you want to return to it again and again. Craft isn’t just about aesthetics; it’s about the idea and how beautifully it’s executed to communicate a powerful message for the brand. Every design and piece of craftsmanship must serve the idea—this isn’t an art exhibit, it’s about creating something meaningful that also impresses visually. We should celebrate the work that achieves this balance most beautifully.
Is there a piece of work that has inspired you with its exceptional craftsmanship?
One standout example is My Japan Railway by Dentsu Inc. The craftsmanship in the stamps, combined with a deep cultural insight and modern technology, made it a truly captivating piece. It’s a perfect example of how great craftsmanship can bring an idea to life, solving a business problem while evoking love for the concept itself. Even the accompanying presentation video was compelling—demonstrating how well-executed craft amplifies the impact of an idea.
With the rise of AI, how has its influence affected campaign execution in the realms of Industry Craft and Design?
AI is a powerful tool, but its impact depends on how it’s used. It can enhance a brilliant idea, but it can’t turn an average idea into something extraordinary. While AI is a useful addition to our creative toolkit, the true driving force behind design and industry craft will always be human imagination. The best work will continue to come from creative minds using these tools, not relying on them to do the thinking for us.
Where do you see the Asia-Pacific creative industry heading in the next few years, and what trends do you expect to see in the Industry Craft and Design Awards?
One major trend is the blending of categories, where ideas don’t neatly fit into predefined boxes. In judging experience at a global show, we often found ourselves debating where certain ideas should fit, and whether the quality of the craftsmanship aligned with the category. This trend will continue in Design and Industry Craft as we see more work that pushes boundaries and defies categorization. The best pieces will transcend these questions by simply being outstanding in both concept and execution.
Why should agencies with beautifully crafted work submit their projects to Spikes Asia?
Spikes Asia has a regional lens in its judging process, and I’ve always appreciated that. While the jury is made up of a diverse, global group of creatives, the cultural nuances of the region are carefully understood and respected. If you have beautifully crafted work, Spikes Asia is the perfect platform to showcase it and ensure it resonates on a regional level.
What’s your advice for agencies aiming to win an Industry Craft or Design Spike in 2025?
Once you have a solid, well-thought-out idea, immerse yourself fully in the execution. Don’t hold back—go all the way. We live in a visual world today, and every detail matters. Your idea needs to shine, but your craft should make an impression that leaves the jury envious. Strive for perfection in both the idea and the execution to truly stand out.
In this interview, Kainaz Karmakar emphasizes the integral role of craftsmanship in creating truly remarkable work. For those hoping to impress the jury in 2025, the message is clear: bring your idea to life with exceptional execution and attention to detail, and you’ll be on your way to earning a coveted Spike.
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