Creative Leadership in Changing Times: A Conversation with Ten35’s Ahmad

In a world where culture moves fast and brands must keep up, Ten35 is at the forefront of creative storytelling, innovation and cultural impact. Led by CEO and managing partner Ahmad Islam, the agency has built a reputation for bold, immersive and purpose-driven campaigns. Following the release of Black At's Creative Industry 2025 Forecast, which named Ten35 as an agency to watch, we sat down with Islam to discuss the future of creativity, the evolving role of AI and the challenges and opportunities brands face in today’s landscape. A Legacy of Creativity and Recognition Islam has been in the agency world for more than two decades and the recognition of Ten35 on Black At forecast is a meaningful milestone. “Creativity and Black voices are more important than ever,” he said. “To be acknowledged for our contributions, after 22 years in this business, means a lot. It shows that we’re still doing work that resonates.” Over the years, Ten35 has consistently delivered campaigns that merge strategy, technology and cultural insights to create powerful brand experiences. This ability to stay ahead of the curve is what keeps them relevant in an industry that constantly evolves. A Campaign Rooted in History and Innovation One of Ten35’s recent projects, the 40th-anniversary campaign for the Jordan 1, is a prime example of their approach to creative leadership. The campaign, which launched in Chicago before expanding globally, was a full-circle moment for Islam, whose personal history with the Jordan 1 dates back to its original release. “When that shoe first dropped, my dad told me he wasn’t buying that ugly thing,” he laughed. “So I went out and made my own money—cutting grass, delivering newspapers—and bought them myself. That gave me my first taste of entrepreneurship.” Decades later, Islam found himself leading the creative vision for the Jordan 1’s global anniversary launch, bringing the brand’s legacy to life through immersive experiences and cutting-edge technology. “We blended digital and physical experiences, using AR to enhance storytelling and amplify the campaign’s reach beyond those who attended in person.” Transforming Spaces with AR One of the campaign’s highlights was the transformation of a Chicago retailer, Succezz, into an immersive Brand Jordan experience. “Succezz has a unique aesthetic, but it’s not necessarily aligned with the Jordan brand,” Islam explained. “Instead of an expensive, time-consuming build out, we used AR, image projection, and digital tools to completely transform the space in a matter of days.” The result was so seamless that even regular shoppers didn’t recognize the store. “People who had been there just weeks before couldn’t believe it was the same space,” he said. “That’s the power of technology—it allows us to create immersive, sensory-rich brand experiences in ways that weren’t possible before.” The Future of Creativity: Inclusivity and Co-Creation Despite economic and political uncertainty, Islam is energized by the direction creativity is headed. “Creativity is becoming more inclusive, with more voices and perspectives being heard,” he said. “We’re moving away from passive consumption—where brands simply talk at audiences—to a world of active co-creation.” Reflecting on his early career at Leo Burnett, Islam noted how the industry has evolved. “Back then, we made 30-second TV spots, put them out, and hoped people bought the product. Now, audiences don’t just watch—they participate, remix content, and build communities around brands. Creativity has been democratized.” This shift presents both opportunities and challenges for brands. “You can’t control the narrative like you used to. But that’s exciting because it forces brands to be more authentic and engage meaningfully.” Engaging Audiences in New Ways Before COVID, Ten35’s business was heavily rooted in live experiential marketing. But the pandemic forced a shift toward digital, leading to a hybrid approach that merges live events with digital amplification. “Now, every experience we create has to work beyond the physical space. It’s not just about the 500 people in attendance—it’s about creating content that reaches millions digitally,” Islam said. “That’s where technology helps us scale while still delivering personalized, impactful experiences.” But beyond technology, Islam believes in the power of purpose-driven marketing. “There was a moment after George Floyd’s murder when brands rushed into purpose-driven work, often without strategy or strong creative execution. Now, the pendulum has swung the other way, and some brands hesitate to engage in meaningful work for fear of backlash.” He argues that purpose and profit aren’t mutually exclusive. “People engage with brands that stand for something. If done right—with sincerity and authenticity—purpose-driven initiatives can drive both business impact and social impact.” AI as a Creative Tool, Not a Replacement AI is a hot topic in the creative industry, and Islam sees it as an invaluable tool—when used correctly. “Clients are trying to figure it out. Many see AI as a way to create efficiency, but they don’t always understand its full potential,” he said. Islam has been working with AI for years and views it as a creative collaborator. “AI helps break through limitations, unlock new ideas and accelerate the creative process. But the human element is irreplaceable. AI doesn’t bring the emotion, the insight, or the authenticity that make creative work resonate.” He also sees a clear divide in AI adoption. “AI is making smart creatives even better—and making lazy people worse. The human touch is what makes creative work meaningful.” At Ten35, AI is fully integrated into the workflow. “I require my team to be proficient in AI-powered tools. We use a suite of tools across different disciplines, but the key is knowing how to use them effectively while maintaining authenticity.” Looking Ahead: Challenges and Opportunities The start of 2025 has been challenging, but Islam embraces the uncertainty. “The political climate and economic volatility have made this one of the toughest years in the industry but that just makes it more exciting,” he said. “A lot of brands are afraid—afraid to take a stand, afraid to be bold. But times like these separate the leaders from the followers.” For Islam, the goal isn’t just to survive 2025—it’s to thrive. “I want to look back at the end of this year and say, ‘Despite the challenges, we made an impact.’ Whether it’s in the market, in our communities, or for our clients, we’re focused on driving meaningful change.” With Ten35 at the helm of culture-driven creativity, it’s clear that the agency isn’t just reacting to change—it’s leading the way.

Creative Leadership in Changing Times: A Conversation with Ten35’s Ahmad

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NewsBlack At releases Creative Industry 2025 Forecast