Sherina Florence, a renowned independent Executive Creative Director (ECD) and AI-focused Futurist, has taken an innovative approach to celebrate The One Show 2025. As a member of the inaugural Creative Use of AI jury, Florence has produced a groundbreaking hip-hop album composed entirely of famous advertising taglines, blending creativity, music, and AI technology in a unique way.
To further amplify the campaign, she has also released two accompanying videos that promote the prestigious global awards show’s final submission deadline of February 28, 2025. This project not only pays homage to the most iconic slogans in advertising history but also showcases the evolving intersection of AI, creativity, and storytelling in the industry.The challenge was to leverage AI to craft a compelling LinkedIn reminder promoting The One Show’s final deadline and its groundbreaking AI awards category.
Rather than taking a conventional route, Sherina Florence—who leads The One Club’s ONE School UK, a free portfolio program for Black creatives, and serves on the club’s International Board of Directors—decided to push creative boundaries. She created a full-fledged hip-hop album under the moniker Pencil Pusher, cleverly naming the 13-track project Dead Lines. This innovative fusion of AI, music, and advertising transforms famous brand taglines into lyrical storytelling, redefining how AI can contribute to creative expression.
The title-track teaser video focuses on the show’s final deadline, while the two-minute “Rising Ambition” video celebrates both Black culture and The One Show legacy by featuring a cavalcade of winning ads through the years. Each track release moves us closer to the Spotify album release on the entry deadline date of February 28. A preview of the full album can be heard on HyperFollow, and will be available on Spotify, Apple Music and iTunes.
“I thought I’d channel my creativity into something for the culture,” said Florence. “I asked myself, what better way to approach assignments during outlawed diversity than by remixing advertising itself—taking taglines we all know and love, and turning them into anthems with AI tools. It became a celebration of both culture and craft.”
She added that the work showed the power in being able to go from creative spark of idea to fully actualized campaign in such a short time. “This demonstrates the accelerating power of AI for all stages of creative development. I’m honored to participate in the first AI award jury, and truly grateful to The One Club for Creativity.”
Entries to The One Show 2025 can be submitted now, with the deadline of February 28, 2025. Finalists will be announced in April 2025, with Gold, Silver and Bronze Pencil and Merit winners announced during Creative Week 2025, taking place May 12-16 in New York.
Agencies, brands, production companies and individuals responsible for winning work are included in The One Show Creative Rankings, as well as The One Club’s Global Creative Rankings, which combine points for winning work in The One Show, ADC Annual Awards, Type Directors Club TDC competition, Art Directors Club of Europe (ADCE) Awards, and ONE Asia Creative Awards. Winners are ranked globally, regionally and by country.
The One Club for Creativity – home of The One Show, ADC Annual Awards, Art Directors Club of Europe (ADCE) awards, ONE Asia Awards, Type Directors Club and competition, TDC Ascenders, Young Guns, Young Ones Student Awards, Next Creative Leaders, ONE Screen Short Film Festival, and more – is the world’s foremost non-profit organization whose mission is to support and celebrate the global creative community. Revenue generated from entries to its global awards shows goes back into the industry to fund programming under the organization’s four pillars: Education, Inclusion & Diversity, Gender Equality, and Creative Development.
