As a queer Black woman, I naturally navigate the intersections of race, gender, politics, and religion daily — both personally and professionally. Experiencing discrimination firsthand has made me acutely aware of the nuances that come with addressing sensitive or complex topics in creative work. Through managing always-on social campaigns, I’ve learned that authenticity, sincerity, and empathy are essential when engaging with diverse audiences. Difficult conversations, even for brands, can be teachable moments. It’s critical to listen actively, not deflect or diminish concerns, and to approach feedback with integrity and openness, especially when there’s an echoing sentiment among your community. At the same time, it’s important to discern when conversations are rooted in genuine critique versus when they are driven by outrage or bad faith. In those moments, it’s about sitting with discomfort, doing the work, and creating space for multiple perspectives to coexist and inform growth. I believe brands, like individuals, build real trust by showing up thoughtfully, even when the conversations are complex.

I once had to create a campaign for a snack brand in South Africa which required us to get into the minds of children and snacking. What did we do we took the time to reimagine snacks into animals and mystical creatures, as well as gamifying the concept. For me it’s all about going in headfirst and making the most of a campaign. I am 29 and I have a background in copywriting for a renowned agency in South Africa. Freelancing gives me the freedom to work with brands that I love.

I would start by applying insight-driven creativity. First, I would dig into key cultural shifts, like the decline in alcohol consumption among young people, and understand the motivations behind social drinking — focusing on enjoyment, community, and wellness. From there, I’d develop distinct audience personas based on the different types of consumers New Brew appeals to — for example, the health-conscious socializer, the mindful drinker, or the flavor explorer. Content would be crafted to resonate with each audience segment, highlighting how New Brew fits seamlessly into their lifestyle: the taste, the experience, and the feeling of belonging — all without the hangover. The campaign would prioritize storytelling through real-life moments, community activations, and user-generated content to build authenticity and emotional connection around the brand.