Maximizing the Great Maximizer.
Craft is the great maximizer. Digital tools unlock its full power.
Care. Curation. Refinement. These things are the essence of craft, as we define it at Tom, Dick & Harry. It's that tangible human touch that allows us to connect with our audience. It’s our great maximizer. And, thanks to technology, we’ve never had more tools at our disposal to do so.
Of course, we don’t use technology for technology’s sake. We use it to amplify what craft can do: to tell sharper stories, create richer experiences and give brands new ways to stand out. That might mean designing immersive web experiences. Or using rich media and motion graphics to infuse digital ads with energy and dynamism. Or harnessing analytics to help us hone our messaging and media strategy, narrow our aim and refine in real time.
Craft is still, and will always be, why we do what we do. We embrace digital tools not in spite of that. But precisely because they allow us to deploy our craft for maximum impact.
Take Optiver Trading. We used interactive design to gamify recruiting, turning complex trading into a challenge STEM students could experience firsthand. It was proof that technology, guided by craft, can transform awareness into engagement. Read the full case study here.
Or GreatWater 360 Auto Care, where we built a system of locally tailored websites that ladder up to a cohesive master brand. It showed how digital craft can balance consistency and individuality at scale. Read the full case study here.
Tech is a tool. Craft is a calling.
At TDH, we live at the intersection of craft and technology. Digital tools give us reach, speed and data. But they will never dictate what story we decide to tell. Or the words and images we use to tell it. That requires a human touch. That requires craft. Technology can inform. It can expedite. It can sharpen. But only craft can make it sing.
And that brings us to AI.
There is no denying AI is changing the ad world. At its best, it is an accelerator. It supercharges research, uncovering audience insights in days rather than weeks (we have ways!). It allows campaign performance to be tracked and optimized in real time. It supports production by handling versioning, resizing, and repetitive tasks.
In short, AI is brilliant at accelerating what already exists. It is an unmatched tool for speed, scale, and precision.
But AI cannot originate. It can remix, extrapolate, and accelerate, but it cannot create the spark. It cannot supply taste, judgment, or originality. It cannot sense cultural nuance or read the room the way a human can. The “kernel of the idea,” that flash that makes people laugh, think, or feel something, is still a human act.
That is why at TDH we use AI as an amplifier, not an author. It takes on the work that machines are good at, so people can spend more time doing the things only people can do: bringing cultural awareness, empathy, and originality to every idea.
At TDH, we believe craft matters more now than ever. The tools have changed, but the mission has not. Technology can accelerate. Craft can elevate. Together, they maximize impact.
Want to see what craft at scale can do for your brand? Let’s talk
