Three students, one idea, and a process that never stood still. That is the story behind Team So’ Réal from the AAA School Of Advertising, whose journey from classroom collaboration to the global finals of the L’Oréal Brandstorm 2026 in Paris reflects the evolving demands of modern marketing.
Comprising Zaiba Goolam (21), Joel Areington (22), and John Garside (21), the team recently secured victory in the South African leg of the competition, widely recognised as one of the world’s largest creative innovation challenges for young talent. Yet their success was not rooted in a single “big idea” moment. Instead, it emerged through continuous refinement, rigorous thinking, and an unwavering commitment to solving a real human problem.
Creativity Grounded in Human Insight
At the centre of the team’s concept is a deceptively simple truth: in a fast-moving world, small everyday moments of upliftment can have meaningful impact. What distinguished the idea was not only its emotional relevance, but also the team’s ability to transform that insight into a commercially viable solution with clear scalability.
According to Nkosiyapha Msomi, Head of Department: Creative Brand Communication at AAA, the judges responded to more than creativity alone.
“So’ Réal’s entry tackled a real problem, presenting a solution that is easy to imagine in people’s lives, and is at the same time feasible, scalable, and backed by solid thinking around cost and profitability,” he explains.
The project reflects a broader shift in the communications industry, where successful ideas are expected to balance creativity with commercial realism. Today, breakthrough campaigns are no longer measured purely by originality, but by how effectively they connect insight, strategy, and execution.
Inside AAA’s Creative Process
At AAA, students are taught to approach briefs with precision and discipline before pursuing creative exploration. The process begins with breaking down the client challenge into its simplest form, interrogating the brand landscape, and immersing themselves in research.
Only then does ideation begin.
Multiple concepts are explored, tested, challenged, and refined before one direction is selected and pushed further. For Team So’ Réal, this meant months of iteration and constant feedback loops.
“They presented work, took feedback, reworked it overnight, and came back sharper the next day,” says Msomi. “It is a relentless process, but it is how you move from a good idea to a winning one.”
The team’s ability to remain focused on conviction rather than competition also played a significant role in their success. Rather than chasing trends or reacting to what others were producing, they concentrated on strengthening their own concept and delivering the best possible version of it.
Why Human-Centred Creativity Still Matters
While marketing continues to become increasingly data-driven and technology-led, Msomi believes creativity remains the defining differentiator.
“As technology accelerates and tools become more accessible, execution alone is no longer the differentiator,” he says. “It is the ability to connect insight, creativity, and strategy into ideas that resonate on a human level.”
The statement captures a growing industry reality. In an era where automation and AI tools are reshaping production and execution, the value of original thinking, emotional intelligence, and strategic storytelling has become even more important.
Paris Is Only the Beginning
As Team So’ Réal prepares for the international finals in Paris alongside the Johannesburg team from L’Oréal, their concept will continue to evolve — something Msomi believes is essential to the creative process itself.
“The best ideas are never finished,” he says. “They are refined, challenged, and strengthened over time.”
For AAA, the team’s achievement represents more than a competition win. It signals what is possible when education mirrors the realities of the modern creative industry — equipping students not only to think differently, but to build ideas capable of competing on a global stage.
