Visual storytelling is probably my favorite form of storytelling. In my daily work, I do a lot of presentations, and I’ve noticed time and again that it's the strong emotional images or impactful animations that create those unforgettable wow moments. Visual storytelling is an incredibly powerful tool for conveying a message, which is why I always look forward to working on film projects, whether it’s an explainer video, a short-form piece of content for social media, or a campaign launch film.

As I look at the evolving trends in this space, five in particular stand out to me. They reflect a broader cultural shift, and personally, I find them incredibly exciting. 

Let’s dive in! 

1. Whimsical & Maximalist

Consumers are gravitating towards bold, self-aware visuals that spark joy and challenge creative boundaries. This trend embraces vibrant, whimsical designs with exaggerated elements, playful compositions blending humor and cultural references, and unusual viewpoints that introduce dramatic tension.

Gucci's recent campaigns under Alessandro Michele perfectly capture this spirit. Their visual narratives feature maximalist designs and surreal imagery, blending historical references with contemporary pop culture to create a distinct and memorable visual language.

Exquisite Gucci:

Another great example of this trend is the "Nice to Meet You Again" campaign from MINI. It is just gorgeous, fun to watch, and absolute eye-catcher.

Mini - Nice to Meet You Again

2. Heritage Meets Contemporary

In a world dominated by mass production, there’s a growing shift towards handcrafted visuals that evoke timelessness and authenticity. This trend, identified by Stocksy as "The Love of Craft," highlights creators embracing traditional techniques and bespoke artistry, aligning with consumer demand for sustainability and heritage.

Dubbed "Old Soul Energy," this sophisticated approach masterfully blends classical aesthetics with modern sensibilities. Creators are reinterpreting vintage color palettes for digital platforms, applying traditional photography techniques to contemporary subjects, and adapting classic composition principles for vertical formats.

A prime example is The New York Times' digital storytelling, which often integrates hand-drawn illustrations alongside modern infographics, creating a unique visual language that feels both nostalgic and cutting-edge.

Spotify’s Wrapped campaign also embodies this trend by merging vintage design elements with personalized user data, crafting an experience that is both intimate and visually striking.

3. AI as a Creative Co-Pilot

In 2025, AI has evolved into a sophisticated creative collaborator. Successful visual storytellers navigate a landscape where technological efficiency meets human intuition—leveraging AI for rapid concept iteration, generative background elements, and enhanced character animation.

Early tools like Runway ML and Adobe’s Generative Fill paved the way, enabling creators to generate complex backgrounds, extend scenes, and assist with character motion. Now, major studios integrate AI-assisted storyboarding tools to prototype scenes quickly and visualize different narrative approaches. A notable example is Everything Everywhere All at Once, where AI was used to explore multiverse concepts during pre-visualization before transitioning to traditional effects for the final product.

But perhaps the biggest impact of AI is making ambitious ideas achievable on a budget—concepts that were once too complex or costly are now accessible to independent creators and small teams.

At our agency mmmake, we increasingly integrate AI tools into our projects. Recently, my colleagues used AI for a very crucial scene in a Halloween-Spot with the iconic salt brand Bad Reichenhaller. Let's hear from Jani, both the producer of the project and the „witch“ in the film:

Especially for projects with tight budgets, AI-powered tools in post-production open up completely new possibilities: We created the transformation from evil to good witch using only still frames and text prompts - without traditional VFX or manual compositing. This not only saves time and costs but also provides the opportunity to experiment more and make adjustments. Of course, not everything is possible yet, and with the prompts, you eventually reach the tool's limitations. But with the ongoing development of these tools, we can be excited about what the future holds.

Janika Nyncke - Producer

Bad Reichenhaller - Halloween-Spot

Watch the full spot and discover more about the project here at mmmake's website.

4. Beauty in Imperfection

This trend is redefining visual storytelling by embracing raw, unfiltered aesthetics over polished perfection. Audiences, especially Gen Z and Millennials, crave authenticity, favoring content that feels real and spontaneous. This shift is visible in the rise of lo-fi aesthetics, unconventional compositions, and behind-the-scenes moments that highlight personality over production quality.

This trend thrives because TikTok and Instagram Reels/Stories reward unfiltered, spontaneous content. Brands that embrace imperfection, encourage real storytelling, and experiment with nostalgic aesthetics will create deeper emotional connections with their audience.

5. Micro-Narratives and Short-Form Content

Short-form storytelling has evolved into an art form of its own, with creators mastering the ability to convey complete story arcs in under a minute. This trend, heavily influenced by TikTok’s success, has expanded into news, education, and professional content, leveraging visual shortcuts and cultural references to communicate complex ideas quickly.

For instance, NASA’s social media content explains phenomena like black holes and gravitational waves in bite-sized videos under 60 seconds, using everyday objects and metaphors to make astrophysics accessible to a wider audience.

Check out my article "How Micro-Storytelling Keep Your Audience Hooked" to learn more about this storytelling method and how to use it in your projects.

Visual storytelling in 2025 is about bridging past and future, embracing imperfections, and pushing creative boundaries. From handcrafted aesthetics to AI-powered efficiency, these trends reflect a growing emphasis on authenticity, but also on innovation in the mean time. As these trends continue to evolve, one thing remains clear: the most impactful stories are those that connect, inspire, and challenge the norm.