Moe’s Art approached 2025 not as a year of reinvention, but of refinement. As the communications landscape grew louder, faster, and more fragmented, the independent collective spent the year sharpening its intent, clarifying the role of each brand within the Moe’s Art ecosystem, and strengthening how content, communication, experiential, production, and tech work together as one integrated system.
In conversation with Adgully for its annual recap of the year – REWIND 2025 – Vishaal Shah, Founder, Moe’s Art, looks back at a year that saw the organisation deepen its creative ambition, experiment with participation-led formats, and respond to an industry where AI, discovery, and audience behaviour are rapidly rewriting the rules. He shares what defined 2025 for the agency, how communication has evolved beyond image management, and why coherence and presence are now the real markers of relevance.
How would you describe the year 2025 for your organisation, and were there any standout moments that defined it?
The year 2025 was about sharpening what we’ve built and stretching it further. We grew across our verticals in size, and in clarity. It became clear what each brand under the Moe’s Art umbrella stood for and where it was headed. A few moments stood out. The Anti Agency Show gave us a format to express ourselves outside of the usual brief-response loop, a space to speak to the industry, not just to serve it. Our work in digital films and public relations grew both in volume and ambition, and seeing that recognised at platforms like PRCA 2025, CommuniCon and SCREENXX gave the team a real boost.
On the experiential side, Happily Never After, our immersive theatre IP, opened a new way of thinking about participation, making it more audience led. That shift in how people want to engage is shaping how we think about storytelling formats overall.
We also expanded Not Your Idea into newer tech-led content and audit offerings, while Unsobered and Unstumbled, are culture-first content platforms we’ve built to explore lifestyle, identity, and community through an unfiltered, interest-led lens.
Most importantly, we tightened how everything connects: content, communication, production, tech, experiential into one system. That integration is what makes us feel more prepared than ever for what’s next.
When you look at the broader communications industry, what defines this year for the industry?
This was the year the future stopped being a forecast. AI became part of the daily workflow not in a “someday” way, but in meetings, pitches, production and planning. The conversation moved from “what it could do” to “what it’s already doing.”
Storytelling also took a turn. There was more appetite for depth, less selling, more telling. More brands leaned into who they are, not just what they offer. We saw briefs come in with more space for context, for tone, for clarity of voice.
And discovery changed. People are no longer finding content; content is finding them, through algorithms, interest graphs, and AI surfaces. That one shift is forcing everyone — agencies, creators, brands — to rethink not just messaging, but how stories get placed, surfaced and remembered.
Which new big clients did you onboard this year, and what made those wins special?
We partnered with new clients across healthcare, entertainment and emerging consumer brands. What made them special wasn’t just the size, it was what they reflected back to us: that clients today aren’t looking for siloed services, they want integrated thinking.
These wins reaffirmed that the model we’ve built where strategy, storytelling, production and tech work as one is resonating. We’re able to plug into a client’s world as thinkers, doers and collaborators. And when that chemistry clicks, the work gets better and so does the relationship.
How has the role of communication evolved, has it shifted from just managing images to creating deeper, more authentic engagement?
Completely. Communication is no longer a function of control, it’s a function of presence. You can’t just craft an image and hope it sticks. You have to show up, speak up, and stay consistent across platforms, formats, and moments.
Younger brands already know this. They treat communication as a tool to explore, not just present. That mindset is influencing legacy brands too. They’re realising that audiences today don’t behave like spectators. They respond, remix, and shape narratives in real time.
One big shift has been the rise of the phygital loop where online engagement spills into real-world experiences, and vice versa. Communication now has to behave like a system, not a message.
What’s also changed is the idea of “scale.” It’s about building clarity, continuity, and connection. The brands that understand this are the ones that will stay relevant, not just visible.
