From analog to surreal: the new era of visual advertising has already begun

Hello, world. Audiovisual is in constant flux, and whoever doesn’t ride the wave gets left behind. In 2025, the game is no longer just about flawless aesthetics or cutting-edge technology – it’s about real connection with the audience, authenticity and new ways to capture attention.

Whether through cameras that defy physics, the return of analog or the surrealist aesthetic that escapes the obvious, visual advertising is going through an accelerated transformation. And if you work in the field, it’s well past time to understand where the market is heading.

1. Cameras in places they’ve never been

The way we film has changed. If static angles used to be the standard, now unusual points of view dominate the visual language.

• Footage shot with FPV drones creates more immersive experiences.
• Compact, robotic lenses allow framings that were once impossible.
• The trend now is to place the camera at the center of the action – whether in first-person or from the perspective of an object.

The audience wants to feel they’re inside the story. The more dynamic, the better.

2. Analog is more alive than ever

It may sound contradictory, but at the height of the digital era, analog film is back in full force. The reason? Nostalgia sells.

• Film grain, textures and natural colors bring a realism impossible to replicate in digital.
• Vintage archives and retro aesthetics have become timeless.
• The authenticity of film connects with the audience in a way digital often can’t.

The challenge for 2025? Blending the two worlds without it feeling forced.

3. The documentary is the new advertising

Nothing connects more than real stories. Brands have understood this and are betting on documentary narratives to engage.

• Handheld cameras, natural light and raw footage generate credibility.
• Stories of ordinary people replace overproduced scripts.
• The idea is no longer to sell a product – it’s to create identification and stir emotion.

If it doesn’t feel authentic, the audience won’t buy it. It’s that simple.

4. Minimalism in advertising: fewer cuts, more impact

In a fast-paced world, where everything is a visual bombardment, the ads that do the opposite stand out.

• Commercials filmed in a single take hold attention.
• A slower pace sparks curiosity and makes the message resonate.
• Simplicity, well executed, draws more attention than over-the-top visual effects.

While everyone wants to be disruptive, being simple might be the smartest move.

5. The power of saturated colors

Forget neutral, desaturated palettes. 2025 is the year of vibrant, contrasting tones.

• Colors aren’t just aesthetics – they tell stories.
• Monochromatic palettes evoke intimacy, while vibrant tones create energy.
• The influence of cinema and pop culture has made brands’ visual identity more expressive.

Think of campaigns that play with bold colors, like the A24 aesthetic. The new rule is clear: if it’s not visually memorable, it’s wrong.

6. Surrealism and the escape from reality

Predictability is tiring. Brands that dare with surreal effects and impossible scenarios capture the audience’s attention in a unique way.

• Dreamlike aesthetics, abstract spaces and visual distortions create immersive experiences.
• Unexpected visual elements turn ads into works of art.
• The audience is ready for narratives that escape the obvious.

If the goal is to hold the viewer, pure realism is no longer enough.

7. The longing for a screen-free life

Yes, we’ve talked about technological innovations so far. But at the same time, an opposite trend is growing: the appreciation of offline life.

• The audience wants to see more nature, real human relationships and authentic experiences.
• Marketing needs to balance technology with a touch of “real life”.
• Digital excess has created fatigue, and now smart brands are reclaiming the essential.

2025 will be a year where digital hyperconnection coexists with a strong desire to disconnect.

What does all of this mean?

Commercial audiovisual is becoming more immersive, authentic and bold. Whoever keeps doing more of the same will become invisible in the middle of the digital noise.

The game now is to understand what truly engages. Whether through visual impact, the way a story is told or the level of emotional connection, the brands that get ahead will be the ones that dare to think differently.

The market has changed. The question is: are you changing with it?