As social media pushes brands to be louder and zanier than ever, ADWEEK’s 2025 Creative 100 Brand Innovators are pushing boundaries—in brand safe ways. These honorees are building brands with unconventional creativity, challenging their categories, and inspiring other marketers to do the same.
Blake Lown Beers
Vice President of Brand Marketing, Calm
Quiet time: Blake Lown Beers capitalized on a unique moment of collective stress when she led meditation app Calm’s 2024 election campaign. Offering viewers 30 seconds of silence, the spot resulted in a 30% increase in app downloads.
Cohesive creativity: Leading Calm’s brand strategy, Beers prioritizes trust in her team: “Winning work is born from true co-creation.