Today's guest is Aporva Baxi, co-founder of DixonBaxi, one of the world's most respected branding agencies. Our host and founding editor Katy Cowan recently spent some time at their London studio, having a proper nosey at how they work. And what stayed with us wasn't just the output, it was the thinking behind it. The curiosity, energy, and that constant push to evolve.

So in this episode, we get into all of it. AI, of course. The pace of change. And this idea that keeps coming up right now… that when everyone has access to the same tools, what really sets you apart is your taste.

We talk about the risk of everything starting to look the same. Why originality still matters. And how to hold onto your voice when the world is moving this fast.

It's a big conversation. But, as we've come to expect from Aporva, it's also an optimistic one. It's about possibility and making things. About not waiting around for permission.

So if you've been feeling a bit unsure about where you fit into all of this, this one might just give you a boost.

In this week's Spark, we swap strategy for spontaneity, as Nicki Sprinz, CEO of ustwo, returns for our quick-fire bonus round, where things get a little more personal.

We talk dream dinner parties featuring Tilda Swinton and Ann Patchett, why "just follow your passion" might be the worst advice in the creative industry, and what she's currently curious about in a world obsessed with short-form everything.

Nicki shares her most controversial creative opinion, the one trend she's quietly over, and the small change that instantly improves her workday. There's also ambient electronic music, imaginary album titles and a question for the next guest.

It's thoughtful. It's playful. And it reveals more of the human behind the CEO title. If you enjoyed Monday's episode, this is where you'll get to know Nicki a little better.

Most wellness apps fail you. Not because you lack willpower, but because they were never designed around how humans actually change.

Season 11 of The Creative Boom Podcast opens with Katy Cowan and Nicki Sprinz, CEO of ustwo – the studio behind Monument Valley – digging into the digital coaching revolution. What it looks like in practice, why it works when it does, and what it means to build technology that sits close to people's health, confidence and daily lives.

Nicki has lived this. A former smoker who swapped one habit for running, she now helps brands create digital experiences that drive real behaviour change — from gut-health companions to fitness apps to smoking-cessation tools. One of their betas saw 75% of users engage more meaningfully with their health after just one month.

They also talk about what all of this means for creatives: the changing shape of careers, why curiosity beats passion every time, and why critical thinking has never mattered more than in a world where AI can get you to the wrong answer faster than ever. This isn't an AI hype conversation. It's a grounded, generous one with a whole heap of hope. A new season begins. Right here.