Creative Theft and The Modern Marketer

When I was growing up, watching TV that had 4 channels, I sat through a lot of daytime commercials, things for technical colleges, trucking, modeling, art schools, and registering patents.

As a young child watching the adult world as advertised, I remember being keen on the art school and patent commercials. If you could draw well, you might have a future path. If you can invent things, or come up with ideas, you might have a shot in the adult world.

Being inventive with artistic flourish, might be a yellow-brick road to adulthood.

My takeaway was: ideas were valuable to grown ups.

Flash forward to my professional incarnation as an award-winning creative marketer, Grammy-nominated musician/composer, cartoonist, and audio illustrator, it’s safe to say I decided from an early age that applied creativity was a strong bet for a career, and I went all in.

But new technology like GenAI has dramatically damaged the valuation and perception of ‘creativity’ and disrupted the weights and models of the traditional Idea-to-Artistic Execution pipeline.

Not only has AI devastated the job opportunities for the creative class, (the word used in this headline is “eviscerated”) but the technology is decimating creativity itself; the capacity to generate new ideas that don’t seem to fit, the will to stand by ideas that stand out, resilience to craft ideas that are uniquely our own.

The Risk of Having a Point of View

In an era where creativity is fast-ordered & cheaply available, terms and service agreements are skipped over, responsibility is diffuse, production costs and risks of detection are low, AI not only hampers creative muscle building and increases the amount of risque thieving, but this tool-based-service decreases our appetite for actual risk.

Risks that every professional creative, innovative thinker, or stand out brand (the types that others emulate and steal from) already know.

Creativity is risky, art is risky, performance is risky because these things come packed to the gills with perspective and experience and stance, as in you have to take one.

When we outsource the effort to create work, and use technology to rip off other people, we outsource the risk of having a point of view. Period.

But that doesn’t stop the thieving…

Creative Theft and the Limits of Public Shaming

Take this instance of GenAI enabled theft, where Stil Sunscreen had their advertising art and copy robo-jacked by a direct competitor, Body Blendz.

The owner of Stil Sunscreen is featured in the main image on the left, as are all the examples of the original asset, paired with the pirated content to the right. The origin of the fraudulent version is clear, as are the AI enhancements.

What’s clear in reviewing the massive amount of comments under the post, offering support to Stil and deriding the offending brand, is that claims of laziness and shamelessness are at the top of the word cloud.

The same can be said for this other instance of tech-enabled theft, where the consulting firm Pretty Little Marketer has been having to fend off copy-cats for YEARS…

It’s important to note the positive and supportive response from the marketing community at large; we love work that is inspired by reference material, has a little wink and nod at things, but we reject straight up stealing ideas.

We’ll even call you out…

But I noticed something missing in the responses. The fact that we ratioed these thieves, showed care for the original creators, and shamed the offenders is almost proof that this kind of response doesn’t work. Sophie Miller, founder of Pretty Little Marketer said she’s been fighting this for the entirety of her career.

The crime continues.

Blame and shame on social media is not going to solve it. And maybe that’s because we’re booing the wrong player on the stage.

It’s too easy to steal everything now, so it’s too easy to blame thieving on the traditional ends-vs-means calculations of criminals; laziness, shameless greed, desire.

Maybe theft is so rampant now, not just because AI makes it possible, but because something deeper and more ingrained has been allowed to surface; cowardice.

One of the motivating forces for large scale theft, particularly through GenAI, is individual & institutional cowardice, disguised as creative (read: cost-cutting) efficiency.

Cowardice Is Gas to The Engine of Theft

Here’s an Uncomfortable Sentence for marketers and advertising pros, but mostly brands and the business brains behind them – “I would rather produce something derivative that gets approved than something distinctive for which I might be held responsible.”

Does that feel true? I think so, and I’m Mr. Creativity himself! It’s a big leap from derivative to theft, but again, I’m questioning the compelling reasons to not give a flying fuck and steal some shit.

The incentives for creative theft can look attractive. The work is already validated, internal approvals will be easier, since “everyone is doing it” the risk of getting caught are low, and it doesn’t seem to phase the brands who do get called out.

When marketers steal creative ideas, it isn’t just the look and feel that’s been appropriated.

What fraudulent marketers really steal is someone else’s creative risk.

A distinctive brand requires someone willing to be accountable for a choice before the market has validated it. A pirated brand doesn’t have to sweatily walk that plank. There’s no effort.

In his latest book “This is Pop; What the Shit Is, and What Isn’t the Shit,” advertising’s punk anthropologist Eaon Pritchard talks about the clash between technology, cultural products, and society. His Substack is similarly focused, and this bit from a recent essay, “Sloptimism” lands right on the target of this one;

“Effortlessness disqualifies something when effortlessness is the point, when the entire cultural act consists in demonstrating that the machine can produce an object without any of the friction that used to make cultural production a form of human risk.

The tech bro who declares his AI image to be Art is not wrong because the image is ugly. He is wrong because the image is safe. And art, even in its most poptimist-friendly forms, has never been totally safe.

Britney Spears making Toxic needed timing, precision, physical discipline, studio craft, and a kind of performative bravery that can’t be generated by a prompt. The AI image of Britney as a Renaissance painting requires none of that.”

Frictionless risk has always been a problem in creative pursuits, and so the most important task in the modern era for marketers isn’t to focus on idea generation, but generating the conditions where ideas can flourish, tending the land, managing the estate.

What’s required is a thirst for friction and sense of stewardship for funky ideas.

Someone Has to Stand Behind the Idea

In a brilliant essay, creative consultant Jane Goldman writes about how good ideas go to die in the frozen middle; that place where a possibly out-there idea needs care and support.

“Good ideas do not need unanimous agreement. They need enough courage, structure, and stewardship to survive the part of the organization where everything gets complicated.”

The creative friction required when/where we sell ideas, is the same friction that gets sanded down by consensus. In a group approval everyone gets a veto and no one defends a choice because no one holds accountability because the buck stops everywhere.

If we ask marketers to take creative risks, but leave them to absorb all the blame when an idea fails, we make borrowed certainty an attractive proposition.

Stealing remains a choice, but the more we feel institutionally pressured to be perfect and the less we’re inclined to deal with friction, creative theft will continue to feel like the least riskiest default option.

Anyone that wants more original work has a responsibility to help ideas survive: give people room to develop them, take risks, defend choices worth keeping, and share responsibility for the outcomes.

Steel Yourself Before You Steal Someone Else’s Courage

I grew up believing ideas were valuable to grown ups, and I still believe that, but I now see the stakes a lot clearer.

Ideas are aplenty, but courage is rare.

Valuing ideas, means that you’re willing to stand behind creativity before you know whether it will work. And not a lot of people are willing to do that. But the ones who do, are the ones everyone emulates, the creatives that catalyze culture.

Someone has to keep taking those risks, and if culture eats strategy for breakfast, then someone definitely will. Will it be you, risking it all on an original idea, or will it be your copy-paste team, taking the risk of being caught stealing someone else’s risk?

It’s all risky business, but we can make a difference. Will we lazily accept a culture that steals spotlights, or one that earns electricity and builds lightbulbs.

Will we continue to participate in a thieving culture, or will we try to find honorable work?

Do you want to be dope, or do you want to deal it?

Revisiting Pinocchio: Nation-Building and Modern Freedom

A socio-political analysis of Pinocchio as a myth of nation-building and disciplined citizenship, contrasted with a modern inversion of that arc, where cutting attachments promises freedom for society but risks producing self-instrumentalized, unmoored puppets.

We focus on the myth of Pinocchio, how his nose grows when he lies and how he became a real boy, but I was thinking the other day, what kind of society created this story?

The author, Carlo Collodi (1826–1890), was born into the servant class. He wrote this myth in 1880, in the middle of the industrialization of Italy, and 20 years after the country was unified after hundreds of years of war. He volunteered in the wars of independence in ’48 and ’60. He was passionately political and active early in his career, writing scathing satire, some of which was banned by the Grand Duke of Tuscany. 

When the democratic Italy he fought for turned out to be a sham, he became disenchanted with political satire and switched to writing children’s literature, using the medium to express his convictions.

Collodi believed in and fought for a unified Italy that would produce a moral renewal, dignified citizens, elevated people. By the time he begins to write Pinocchio in 1880, this dream is frayed and in tatters.

A newly “united” nation finds itself in political turmoil because a monarchy, mixed with the papacy, has replaced the idealized democracy they fought for, subverting the national identity of a populace facing the beginning edge of an industrial revolution with technology no one has seen before. A citizenry unprepared for the transition to an entirely new way of life, one hastily jerry-rigged to industry.

Seventy percent of the rural population is illiterate, taxes are heavy, and poverty is the baseline. If you weren’t working in a factory, or one of the 300,000 that would emigrate during this time, you farmed for subsistence. 

Those that embraced the new way of industrial life had less security. As Italian microhistorian Franco Ramella noted about this time, the rural population “were periodically pushed into precarity by the unstable nature of industrial products and their presence on the market.”

This is industrializing Italy. The modern laboring subjects were rural migrants and peasants, populations the newly formed state could not directly coerce into maturity and factory-readiness.

In the final 1883 version, “The Adventures of Pinocchio” after a series of engagements with many characters from the natural and supernatural world—and the seminal transformation into a donkey in the Land of Toys – Pinocchio becomes real when he internalizes his demands, brings his waywardness and freedom down, and aligns desire with productivity, obedience, and discipline.

Collodi’s characterizations in this myth could be seen as a warning to himself and his generation. It could be an admission from a disappointed liberal reformer: We failed to make a nation that naturally produces citizens.

Now we must manufacture them.


Through The Land of Toys

The Land of Toys, an important allegorical vehicle in the tale, is evidence of Collodi’s attempts to artfully address and emphasize certain aspects of the modernizing society back to itself through the story.

The Land of Toys, originally referred to as a land of Cocagne, later labeled Pleasure Island in the Disney adaptation, is a haven of freedom and anarchy for children who are promised a place where they never have to go to school or work, spending their whole time having fun. In Collodi’s original story it is a mysterious, almost legendary place not present on any maps, unlike in the Disney version where it is an actual location,

Collodi describes in detail how Pinocchio and his wayward companion Candlewick are lured to the Land of Toys by the Coachmen and what they find there.

Along with all the technological chaos and cutting edge pandemonium, there are big tent events advertising the freedoms on offer, canvas theaters crowded by children from morning to evening. The walls of some houses bear messages: “Long live playthings! We will have no more schools! Down with arithmetic!” 

Most sentiments are expressed through poor spelling.

Here’s a tighter synopsis from the Wiki to move us along….

A key detail of the transformation from boy to donkey, from humans into work animals—cited as one of the most shocking in all of children’s literature—is that the children who are fully transformed lose their ability to speak. The speechless donkeys still retain their human minds, able to understand commands, like to strip and get into crates to be sold to hapless farmers.

Another noteworthy aspect of the transition from boy to donkey is that in the Disney version, one can reverse the transformation by correcting bad behavior. In Collodi’s official version, transformation is automatic and irreversible, leading to great toil and pain.

artwork from the 1883 version, where Pinocchio is hung up to die by the Fox and Cat.

The theme of the cycle of death and rebirth happens many times throughout the story, with Pinocchio encountering many animals that get killed and are reborn, the Blue Fairy is a ghost, kinda, and after transforming in the Land of Toys, Pinocchio stays a donkey for months and only turns back into a puppet when a fish tricks him into a pool and eats the disguise off, essentially killing the donkey version of him, re-emerging as a puppet again. 

Taking the socio-political lens of the era in which Collodi wrote this story, the transformative requirement to have the capacity to allegorically die and be reborn, and engage and maintain a harmonious relationship with nature, as opposed to technology and donkey work, hint at two additional morals for this tale that The Land of Toys makes visible.


Untangling The Modern Marionette

It’s been over 100 years since it’s release, and since it’s the third most translated story in the world, there must be a reason Pinocchio continues to unspool truths about our evolving, steady industrializing present. 

Through later critical voices from Italy, it could be argued that Collodi’s Pinocchio might not simply be a didactic vehicle about maturity, but also a message of political ambivalence and bittersweet acceptance of the modern times real Italian boys would be inheriting.

In a 2022 article “The Politics of Pinocchio” by Anna Momigliano from The Atlantic, a 1975 analysis of the tale by Alberto Rossa is cited, to explain how one might view this story through yet another lens.

In his seminal 1975 essay, “Le Voci di un’Italia Bambina,” Rosa suggested that Pinocchio’s central political theme was, in fact, the acceptance rather than the rejection of the compromises that go with nation-building: “It’s a universal tale, destined to repeat itself for every person and for every nation. There always comes a moment in which individuals or communities become more adult than they used to be and, looking back, mourn the time when they could be puppets, i.e. do what they pleased.” According to Rosa, Collodi’s greatness lay in his understanding that coming of age, both privately and politically, entails a loss: “Growing up means gaining something but losing something else: A puppet has riches that a boy could never have.”

Taking Rosa’s reasoning a step further..if being a puppet represents uncontrolled rebelliousness, and becoming a real boy means submitting to the social order of a modern nation, with all its hypocrisies and injustices, this would explain the bittersweet, slightly nostalgic tone of the novel’s conclusion: “How funny I was when I was a puppet! And how happy I am now to have become a good little kid!”

This combined view from Momigliano & Rosa unlocks an interesting angle to study the mindset of the technodeterminist, our modern Pinocchio, who seems to desire the inverse of the original work’s premise; to go from a fake boy to a real life puppet.

The inversion is artfully illustrated in the lyrics from the 1940 adaptation by Disney – 

I’ve got no strings

To hold me down

To make me fret

Or make me frown

I had strings

But now I’m free

There are no strings on me

Hi-ho the me-ri-o

That’s the only way to go

I want the world to know

Nothing ever worries me

I’ve got no strings

So I have fun

I’m not tied up to anyone

They’ve got strings

But you can see

There are no strings on me

– “I’ve Got No Strings” from Disney’s “Pinnochio” 1940
by Leigh Harline / Ned Washington

In the Disney 1940 adaptation of “Pinocchio,” the marionette celebrates having “no strings.” A puppet is held up by strings, yet the song recasts them as holding him down. 

Strings function metaphorically here as attachments—vulnerable, caring relationships, obligations, dependencies. What once enabled mobility and orientation is reframed as constraint. Freedom becomes detachment, invulnerability turns into identity. 

The theme of comparison is key. The only way to be free is to be a puppet, but not a marionette controlled by relationships and attachments, something real boys might have to contend with.

The outward projection is one of unattached coolness, nothing ever worries me, nothing binds me, nothing holds me down or back. 

The inverse moral of Pinocchio for the technodeterminist, might be that the original ending, becoming a real boy, belongs to the past. With the proper tech, Carlo Collodi’s vision for disillusioned peasants, can evolve alongside the machines that overtook the political nature of countries around the world and are going through a hasty rejiggering of industry into technocracy. 

The goal might no longer be to become “real boys” based on an outdated (maybe even “fake”) view of politics and citizenry. 

The goal is to cut ties to everything and walk as carefree puppets—not to live inside real life with others, but to manipulate your way through it alone.