In this episode of Inside the Collective, Brad Amos sits down with Steve Kyriakou, a creative director and strategy director with 20 years of experience across Toronto, Singapore and Tokyo, and a Cannes Lion and D&AD Pencil winner.

They talk about why Steve believes creativity has to come from vulnerability, not just prompting, what building a gaming community from scratch taught him about message over craft, and the responsibility the advertising industry has to junior creatives now competing against AI.
Steve also opens up about the Tiger Beer rebrand, the moment he pitched an idea and got it rejected only to repackage it and win, and what he'd have done differently if he weren't afraid.

A conversation about where human creativity actually starts, and what AI can't do without it.

Inside the Collective is a podcast from The Carrot Collective, exploring the thinking behind how people work.

In this episode of Inside the Collective, Brad Amos sits down with Willie Mack, a creative and commercial strategist and partner at The Jays and The Carrot Collective, who has led over $1 billion in licensing and partnership deals and co-authored the legislation that opened New York's cannabis market.

They talk about the difference between brands that genuinely move culture and ones that just borrow from it, what most people get wrong about partnership, and how staying human matters most in categories built to sensationalise or sanitise, like cannabis and death tech. Willie also connects his photography and meditation practice directly to how he approaches business problems, and shares an unusually grounded take on where AI does and doesn't belong in creative work.

A conversation about building things that are commercially real without losing what made them worth building.

Inside the Collective is a podcast from The Carrot Collective, exploring the thinking behind how people work.

In this episode of Inside the Collective, Brad Amos sits down with Lorenzo Petrillo, urban placemaker, design strategist and founder of Loop Lab, a Singapore-based consultancy that has spent 12 years helping governments and organisations unlock the value of underused public space.

Lorenzo and Brad talk about why he pitched “measuring the number of smiles” to government stakeholders instead of a financial return, how his team finds the people a space was never designed for, and why placemaking should be tested cheap and fast rather than planned to death. They also get into desire paths, gentrification, the fight for pedestrianisation and colour on Singapore's streets, and what stops good ideas getting signed off.

A conversation about building public spaces that people actually make their own.

Inside the Collective is a podcast from The Carrot Collective, exploring the thinking behind how people work.