The Drum Awards Judge of the Day: BEYOND 360’s Pyit Sone Oo on AI’s Limits, Brand Trust and Creative Bravery
At this year’s Drum Awards Festival, the advertising category draws sharp attention. It’s where bold ideas, clear messaging, and emotional connection come together. Pyit Sone Oo, Deputy CEO and executive creative director at BEYOND 360, brings a vital perspective to the judging panel.
Strong Thinking First, AI Second
“AI is changing everything. It makes processes faster, easier, and more accessible,” Pyit says. But he stresses that AI cannot replace solid creative thinking. “If your core idea is weak, AI won’t fix it. It should never be your starting point. AI is a tool to refine and explore ideas, but only when guided by clear human direction.”
For Pyit, what separates good work from great is intent. “Everyone has access to the same tools now. Our edge lies in how we think. The bar is higher, and that pushes us to do better.”
Balancing Brand Building with Short-Term Wins
Building a brand, according to Pyit, is like building a friendship. “It takes time, trust, and consistency. You show up, tell the truth, and people start to care.” Short-term campaigns have their place, especially when they resonate with culture. “But even quick wins must feel authentic to the brand. Otherwise, it’s just noise.”
Staying Culturally Relevant Without Losing Yourself
Pyit advises creatives to look inward first. “Stay true to who you are. Focus on what you can do for others, not just how to grab attention. If the team loves the work, the audience will feel it.”
His platform of choice this year is YouTube. “It’s where real brand storytelling happens. Long and short form content can coexist. It’s not just about catching eyes—it’s about building a brand with personality that people connect with.”
The Decline of Creative Bravery
One issue Pyit finds alarming is the loss of creative courage. “Everyone chases safe ideas. We measure everything, overthink risks. This leads to fatigue, repetition, and creative teams feeling like machines. Originality gets sidelined for what worked last time. We need to make advertising meaningful again.”
The Next Generation of Creative Leaders
Pyit believes empathy and clarity will define future leaders. “The best will be guides, not bosses. They’ll know when to use AI and when to trust instincts. They’ll stay curious, stay human, and lead by example.”
He’s focused on inspiring young creatives to love the process, not just the end product. “Advertising can educate, inspire, and help our country grow. One ad at a time.”
Your membership also unlocks:
