Beautiful Thinking.
For as long as brands have existed, there has been a desire to be seen. To create moments so large they ripple through culture, conversation and commerce all at once. In 2026, that desire hasn’t disappeared…but it is being interrogated.
The tension shaping content creation today is not about whether spectacle still matters, but about how much of it people actually want – and what they need in between.
On one side of the spectrum sit the big moments. Highly produced campaigns, cinematic brand films, flagship launches and stunts designed to dominate feeds and headlines. On the other sit something quieter, but no less powerful – a steady stream of small, meaningful interactions that slot seamlessly into everyday life.
This is the dichotomy of maximum splash versus micro moments. And as we look ahead to 2026, it’s becoming clear that neither works in isolation.
Despite rising fatigue with advertising, spectacle still holds cultural power. Humans are wired for shared experiences – moments we can watch together, talk about together and collectively remember. Big brand moments deliver that sense of scale and togetherness in a fragmented media landscape.
High-production content has the ability to define a brand’s ambition. It sets tone, establishes world-building, and tells the audience what the brand stands for at its most confident and expressive. In an era where so much content is fleeting, these peaks can feel anchoring. It’s something which stood out to our Creative Strategy Director, Paul, upon his return from Japan earlier this month – Tokyo in particular does retail theatre spectacularly well.
We’re seeing it more and more in flagship launches, cinematic storytelling and immersive activations – particularly when they introduce something genuinely new, culturally resonant or strategically significant. They create reference points. Chapters in a brand’s story that smaller interactions can later build upon.
But the role of these moments has changed. What once functioned as the primary mode of brand communication is now just one element within a much broader ecosystem.
As production values rise across every platform, the bar for what feels genuinely impressive continues to climb. What once felt extraordinary now risks feeling expected. Cinematic ads, dramatic reveals and perfectly orchestrated stunts have become familiar – impressive, but no longer rare. We’ve all become fatigued with those oversized beauty products “taking over” the streets of major cities via AI, right?
At the same time, audiences are becoming more discerning about intent. In a climate shaped by economic pressure, social uncertainty and emotional fatigue, there is growing scepticism towards moments that feel engineered purely for attention. The question consumers are quietly asking is no longer “is this impressive?” but “is this necessary?”
This is where maximum splash can begin to feel hollow. When spectacle arrives without substance – without a clear connection to the product, the consumer or the broader cultural moment – it risks creating distance rather than desire. The moment may be watched, shared and even admired, but it doesn’t always translate into trust or loyalty.
Nielsen data continues to show declining trust in traditional advertising formats, particularly those perceived as overly manufactured. The issue isn’t that people dislike big moments. It’s that they expect them to be earned. Without genuine novelty, innovation or relevance, splash becomes theatre rather than connection.
At the other end of the spectrum sits a very different kind of brand presence.
Micro moments are small, frequent and often fleeting. They don’t aim to dominate attention. Instead, they integrate into daily life – quietly, consistently and with purpose.
A micro moment might be a short-form video that answers a question before it’s fully formed. A personalised offer that feels timely rather than intrusive. A customer service interaction that is fast, human and reassuring. A notification that genuinely helps rather than distracts.
These moments don’t announce themselves, they simply arrive when they’re needed.
In a world defined by constant stimulation, this subtlety matters. Micro moments reduce friction rather than adding to it, offering small pockets of ease in otherwise crowded days – and delivering reassurance, utility or lightness without asking for much in return.
Originally framed by Google as “I want to know, go, do or buy” interactions, micro moments in 2026 will evolve beyond the purely transactional. They will become emotional signals – proof that a brand understands context, mood and need.
One of the defining characteristics of the current consumer landscape is fatigue – cognitive, emotional and financial. People are overwhelmed by choice, by information and by the feeling that everything is asking something of them.
Micro moments work because they ask very little.
They deliver immediate value in seconds rather than minutes. They don’t demand commitment. And, crucially, they demonstrate consistency – a brand showing up not once, but again and again, in ways that feel relevant and supportive.
McKinsey research shows that brands focused on ongoing, personalised engagement consistently outperform those relying primarily on campaign-led spikes, particularly when it comes to conversion and retention. Trust, it turns out, is built less through surprise and more through repetition.
This shift is also visible in loyalty mechanics. Brands that break rewards into smaller, faster milestones – rather than distant, aspirational prizes – are seeing stronger engagement. Effort feels recognised, and value feels immediate.
Over time, these moments accumulate. Individually modest, collectively powerful, they create a sense of reliability that no single campaign can replicate.
Where maximum splash is designed to generate fame, micro moments are what build familiarity. And in 2026, familiarity is becoming a meaningful competitive advantage.
Familiarity doesn’t mean blandness. It means being present in a way that feels dependable rather than demanding. Less like an event organiser, more like a companion. A brand that understands when to step forward – and when to simply be there. A brand that truly understands – and has spent time building – a foundation that allows it to flex and experiment with these experiences, all with meaning and purpose.
This shift is visible across short-form video, conversational AI, responsive community management and personalised content feeds. These formats aren’t just tactical tools; they reflect a deeper change in how brands relate to people on a daily basis.
The brands winning this space understand that content is not something you “drop” occasionally. It’s something you maintain – a living system rather than a series of isolated moments.
Algorithms have accelerated this shift. Platforms increasingly reward consistency over spikes, responsiveness over polish and relevance over raw reach. Content that performs well is often content that feels timely, human and repeatable – not necessarily expensive.
This has democratised brand presence in important ways. Smaller brands can now compete with larger ones by showing up better, not bigger. But it has also exposed a weakness in brands overly reliant on maximum splash. A huge campaign followed by silence now feels jarring – the drop-off is too sharp, and the relationship too thin. Momentum dissipates quickly without a foundation of everyday presence.
In 2026, content strategies must be designed for continuity.
And yet, micro moments alone are not enough.
Without larger moments of vision, brands risk becoming invisible. Helpful, perhaps. Likeable, even. But forgettable. The role of the maximum splash has shifted, not disappeared. Its purpose now is to set direction, to articulate belief, and create a reference point that all the smaller interactions can ladder up to.
Big moments give meaning to the small ones. They provide the emotional context that makes everyday interactions feel intentional rather than transactional.
The mistake is thinking this is an either-or decision. The opportunity lies in designing for both.
The most effective brands in 2026 are building content ecosystems with clear hierarchy. A small number of high-impact, high-investment moments define the brand world and signal ambition. These are supported by a constant flow of low-friction, high-relevance micro interactions that sustain attention, trust and conversion.
The splash sets the tone, the micro moments do the work, and together, they create something far more resilient than either could alone. It’s a dichotomy that reflects a deeper emotional truth.
People still want moments of wonder, but they also want reliability. They want to be inspired – and supported. Entertained – and understood.
Brands that understand this aren’t just better marketers. They’re better listeners.
1. Design for rhythm, not just reach
Plan content as an ongoing presence rather than a series of spikes. Trust is built through continuity.
2. Make your big moments earn their scale
Invest in spectacle only when it genuinely moves the brand forward. Novelty alone is no longer enough.
3. Deconstruct value into smaller wins
Break rewards, utility and content into fast, frequent touchpoints that feel achievable and human.
4. Use technology to personalise, not overwhelm
AI should reduce friction and increase relevance – not flood people with noise.
5. Let micro moments ladder up to meaning
Every small interaction should reinforce a bigger story. Helpfulness without direction fades quickly.
6. Remember how people actually live
The most powerful brands in 2026 won’t dominate attention – they’ll earn it, moment by moment.
