04/28/2026
Live from with one big takeaway: The brief is broken. And it’s costing brands.
By the time it reaches a creator, it’s been stripped of everything useful. Real direction starts with one question: what emotion do you want this to provoke? Not which audience to target. Which community do you want to feel seen.
People share what says something about them. Give creators the context to tap into that.
Also understood the assignment. Now that’s an activation!🏖️
Stay tuned for our full recap video coming 🔜