LONDON, UK – Art, culture, and activism have long been powerful forces that shape communities and societies. They challenge norms, spark dialogue, and inspire change. Time and again, they have pushed people to think, feel, and act differently.
On May 20, 2025, at the D&AD Awards jury deliberation in London, United Kingdom, adobo Magazine Editor-in-Chief Angel Guerrero sat down with Kin Co-founder Kwame Taylor-Hayford to discuss the rigorous process of evaluating creative work from across the globe and to explore his thoughts on activism, advocacy, and creative leadership.
For Kwame, the role of the creative is clear: to embrace fear, not avoid it. He believes that living a life of boldness, one that courts disruption rather than shies away from it, is essential for any creative who hopes to leave a lasting mark on the world.
Kwame has charted a dynamic career across fashion, philanthropy, and advertising — three worlds where he considers creativity as the thread that allows him to navigate it.
As co-founder of Kin, a creative company that drives positive change in business and culture, he brings a unique and original perspective to every project. Under his leadership, Kin has collaborated with brands like Uber, Ben & Jerry’s, and the Obama Foundation, to name a few.
Creative leadership goes beyond mentoring, nurturing, and collaborating with teams, Kwame believes. It’s also about creating a safe space for ideas to thrive and being uncomfortable with the unknown.
“I think probably the most important thing today is embracing disruption and being fearless,” he said when asked about the evolving definition of creative leadership.
With the work that they have put out, his agency earned AdAge’s Purpose-Led Agency of the Year silver title in 2022, among many other accolades.
Using creativity and culture for good
Historically, powerful art and creativity have sparked social change — shaping the way people think, feel, and act. Today, brands around the world are stepping up as advocates for social causes, using their platforms to drive positive impact. But with this opportunity comes a risk: the trap of performative activism, where brands chase causes for the sake of optics.
Kwame has made it his mission to help brands traverse this landscape with integrity. His approach starts with a simple but often overlooked step: brands must realign their values with the causes they want to champion. When brands do this well — when they put the needs of their audience first and stay true to their values — they earn loyalty that goes far beyond a purchase.
“They will disproportionately choose your brand,” Kwame said, “because you’re helping them achieve something that they have in their heart.”
Kwame believes that culture is an “important force” in the world — one that binds people and reveals the commonalities we share. As he puts it, “It’s such an important element in how we continue to challenge our perception of each other and of the world.”
Reframing the lens of bias
In 2016, Kwame co-founded Saturday Morning, a nonprofit creative collective born out of a deep frustration with the racial injustice and systemic bias facing African Americans, particularly following the rise of police brutality cases in the United States.
“How can we use all the skills that we’ve been applying — trying to help build brands like Nike and Apple and so many iconic brands — how do we take those skills and apply them to the challenge of attacking racial bias and injustice?” he reflected at the time.
Through Saturday Morning, Kwame has collaborated with companies to create projects that spotlight critical issues facing the African American community. One notable initiative is the Emmy-nominated film The Look, developed with Procter & Gamble, which highlights the everyday racial bias Black men experience.
In the past two years, Kwame has helped Saturday Morning evolve from sparking conversation to driving meaningful action. The latest chapter in this journey is the launch of the Saturday Morning Community Center for Creativity in Inglewood, Los Angeles. The center will be a physical space where the next generation of creative talent — particularly Black youth — can learn, experiment, and build a career in the creative industries.
Expanding D&AD
In October 2025, Kwame succeeded Jack Renwick as the new President of D&AD, marking a pivotal moment for the London-based organization. As the first president based in New York, Kwame’s appointment reflects D&AD’s growing global reach, particularly in the United States and Asia.
For Kwame, the heart of D&AD’s impact lies in its flagship programs: New Blood, which provides access to creative education for emerging talents, and Shift, which empowers self-taught creatives to break into the industry.
When asked about the possibility of bringing Shift to the Philippines, Kwame expressed excitement, seeing it as an opportunity to unlock talent in new communities.
Riding the creative wave
In an era where tools and platforms have democratized creativity, Kwame sees originality, relentless ambition, and the courage to reinvent as the cornerstones of a thriving creative industry. But the real challenge, he says, is keeping people from leaving.
“I think mentorship, community, advancement, continuing to build a safe space for creative bravery — these are all essential ingredients to ensure that people can come into the industry, thrive, find their voice, and have fun,” Kwame explained. Platforms like TikTok have made creativity more accessible, but creating spaces where people feel safe to take risks and challenge the status quo is key to retaining talent.
“We have to do a really great job of ensuring that it is a fun place to work and that it is a place where people can come and be brave, be their authentic self, and challenge the paradigms,” he says. “That’s what’s going to ensure that we continue to get the best of the best in the industry and keep them.”
For Kwame, the essential trait of any successful creative today is curiosity. While AI is reshaping the industry and causing anxiety, Kwame is confident that the human touch remains irreplaceable.
That same belief shaped his expectations when judging the 2025 D&AD Awards. The work on display, he says, reaffirms that creativity is alive and thriving — each piece inspiring others to stay in the industry, to push boundaries, and to make their mark.
The 2025 D&AD Awards have awarded a total of 668 Pencils with three works receiving the coveted Black Pencils.
adobo Magazine is an official media partner of the 2025 D&AD Festival and the D&AD Awards.
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