Brain rot was the theme of the summer. And honestly we’re kinda here for it. So get ready to book your Jet2 holiday, make sure you pack your Labubu, and have a little bite of your Dubai chocolate because this is going to be a ride.

Did you catch all of that? Half of it? None of it?

Welcome to summer 2025, where asking "what was the cultural moment?" gets you 47 different answers. This is what happens when algorithms get scarily good at serving us exactly what we want. We asked our Creative Team to fill in the blank and yes, it was chaotic, but there were also patterns and epic crossovers. So it’s not all doom and gloom.  We're not living in complete cultural chaos.

The Summer I 

The Takeaway: 

There might not be the song or movie or cultural moment of the summer, but there were multiple versions of each. And that’s not inherently a bad thing. While Love Island may have been someone’s world this summer, you might hear “nicolandria” and think it’s a medication. Having multiple cultural moments creates more opportunities to cross over into someone else's obsession. In some cases we might be losing collective moments, but we're also gaining infinite ways to share experiences. Maybe the biggest takeaway is that now that we have these endless opportunities to travel into other people's worlds, we stay curious and lean into the story. We ask questions. We create work so compelling that it builds bridges and allows people to share their worlds in ways that honor everything that made those worlds special in the first place.

Conclusion/CTA:

We learned that there were a million and one ways to complete this sentence and now it’s your turn. Fill in the blank. The summer I_______