06/10/2025
The flame that burns twice as bright lasts half as long.
Today would have been our colleague and friend Effi Mai Paul’s 35th birthday. Effi passed away recently, and we’ve taken some time to process this loss before sharing the sad news more widely.
Effi was a bright, generous spirit who brought warmth, laughter, and care to everyone she worked with - colleagues and clients alike. She left a lasting mark on all of us at Creative & Commercial, both professionally and personally and we continue to miss her enormously.
Effi had a lovely tradition on her socials called “6 things.” So today, on 6th October, in her honour, we’re sharing 6 things we’ll carry with us from Effi:
1. Kindness is king – always.
Effi led with empathy, generosity and care. She noticed the small things that mattered to people, and made them feel seen.
2. Don’t be afraid to show your love.
Whether it was a beautifully written card, an enormous (kosher!) cake for St David’s Day, or a thoughtful WhatsApp message at just the right time — Effi reminded us that affection should be shared, not saved.
3. Bring your whole self to work.
From proudly writing in Welsh on birthday cards to celebrating Pride and taking a genuine interest in everyone’s lives, Effi was always, unapologetically, herself.
4. Wear your heart on your sleeve.
Effi showed us that being open and vulnerable is a strength, and that connection comes from letting people in.
5. Celebrate the small wins.
Effi believed the little victories deserved to be noticed - because they build momentum, confidence and joy... and in turn those can become even bigger successes.
6. Never underestimate the power of the little things.
A colourful sweater can lift your mood, a ridiculous joke can ease a tense room, and a cuddle with a ginger cat might just solve world peace. (Well, maybe.)
Your friends and colleagues at Creative & Commercial, and your clients too, will miss you deeply, Effi.
Thank you for everything you gave, and for the light you shared so brightly.
