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In a world where people scroll past hundreds of ads and posts daily, the one thing that consistently stops the scroll is a well-told story. Storytelling isn't a buzzword; it's a strategic tool for shaping how people feel, remember, and engage with brands. In my work—from global live streams to sustainability campaigns—I've seen how the right story can transform a moment into long-term brand affinity.

Breaking into the creative industries has never been easy, but for young people from underrepresented or low socioeconomic backgrounds, the barriers are even higher. As someone who's worked in strategy and creative communications for years, I know how often opportunities come down to access, networks, and someone willing to vouch for you. That's why I'm proud to be a mentor with both the Creative Mentor Network's Soho Mentorship programme and Brixton Finishing School.

TikTok has long been the place where beauty trends take off—skin cycling, cold girl makeup, and underpainting all started on #BeautyTok before hitting mainstream shelves. But now, thanks to TikTok Shop, those looks also convert—instantly—from scroll to sale. This shift marks something bigger than just a trend for health and beauty brands. It signals the rise of a new kind of commerce: discovery-first, creator-led, and deeply social-first.

In today's ultra-competitive talent market, employer branding isn't just about visibility; it's about resonance. As employee expectations evolve, companies need to show, not just tell, why they're a meaningful place to work. That's precisely what we set out to do with BP. As Lead Strategist at Havas People, I had the opportunity to lead the end-to-end content strategy for BP's employer branding campaign across social media.