“Psychology taught me that people don't follow brands. They follow stories that feel like them. My job is to find that story, make it impossible to scroll past, and prove it worked.”
Three principles
- Stories with a job
- Every creative is built to move one number: reach, saves, shares or enquiries.
- Series, not one-offs
- Recurring formats an audience learns to look out for.
- Read, then remake
- A weekly look at the numbers decides what gets made next.
“Creative decides what people feel. Data decides what gets made next.”
Adapted from Anushka Konar's 2026 portfolio.