Put your foot down with creative powerhouse James Horne at SOS26

Time to change creative gears! Get in the fast lane with F1 trailblazer @AJimmysLife.

Your brand’s in a race for traction, but in an attention economy travelling a million miles an hour, how do you get in front and stay there? Maybe you just need to take the handbrake off and get out of your own way.

Take a creative pitstop with James Horne from WLSD

James spent seven years inside Formula 1, most of them building Aston Martin F1’s creative content, taking the team’s TikTok following from zero to more than 2 million. As an art director, he has led international campaigns with a host of brands and artists, including Dom Dolla, PUMA, BOSS and Aramco, and he led content and social strategy for two-time world champion Fernando Alonso.

Now at the wheel of his own studio, he’s joining the front row at SOS26. Time to pop the champers!

James’s keynote: Overtaking in the Attention Economy

Marketing and social media are more competitive than ever. Having your own voice has never mattered more.

In his blistering keynote, James will break down why the best opportunities are always where nobody else is looking, and why so few brands ever get there. He’ll show you how to think differently, find your edge, move before everyone else catches on, and prevent good ideas from dying by committee.

James joins Rob Campbell and award-winning author, trust theorist and CCO Christina Garnett on our Day One keynote program. More big-name announcements incoming! You don’t want to miss any of them, so you know what to do.