Creative strategy for brands that want to matter to people.
GOOD CREATIVE DOES MORE THAN GET ATTENTION.
IT GIVES PEOPLE A REASON TO CARE.
People are inundated with content.
The brands that break through aren't necessarily the ones making more of it. They're the ones that understand who they're speaking to, what those people actually care about, and how to translate that insight into something worth paying attention to.
That's where I come in.
I'm Imān Benét — a creative strategist, artist, and cultural storyteller specializing in food, beverage, and wellness.
I work with brands to uncover the human insight behind why people buy, belong, share, and participate — then translate those insights into campaigns, creative concepts, and real-world experiences designed to move people from attention to action.
In other words: I help brands figure out what to say, how to say it, and why anyone should care.
WHAT I DO
1.
PAID CREATIVE STRATEGY
Great paid creative starts long before anyone picks up a camera.
I research your audience, category, competitors, customer psychology, and existing creative performance to identify the messages, angles, and concepts most likely to resonate.
Then I turn those insights into clear creative direction your team can actually execute.
Depending on the engagement,
this can include:
Brand + creative audit
Audience and competitor research
Customer psychology + buying motivations
Creative angles and messaging territories
Hooks, headlines, concepts, and scripts
Creative briefs for designers, creators, and production teams
Paid social testing roadmap
Creative review + strategic oversight
Best for: brands that are already investing in paid media but need stronger more cohesive thinking behind the creative.
THE BIGGER PICTURE
The best brands don't just acquire customers.
They create worlds people want to belong to.
An ad might introduce someone to your brand.
A story gives them a reason to care.
An experience allows them to participate.
Community gives them a reason to stay.
ATTENTION → INTEREST → ACTION → EXPERIENCE → BELONGING
2.
BRAND IDENTITY +
CAMPAIGN STRATEGY
Sometimes the challenge isn't a single ad. It's figuring out what the brand should be saying in the first place and how to build a world people want to be apart of.
I help you translate your brand positioning, product truths, cultural insights, and audience desires into campaign ideas that can live across paid, organic, partnerships, creators, and physical experiences.
From a new product launch to a seasonal campaign, we develop the central idea — and the creative system around it.
Depending on the engagement, this can include:
Campaign positioning
Consumer + cultural insights
Big idea / creative territory development
Messaging architecture
Campaign concepts
Content + channel strategy
Creator and partnership opportunities
Creative direction
Cross-channel campaign briefs
Best for: brands launching something new, entering a new chapter, or struggling to translate a strong product into a compelling story.
3.
COMMUNITY ACTIVATION + EXPERIENTIAL DESIGN
Turn an audience into a community.
Some things can't be communicated through a screen.
I’m here to help you create thoughtful real-world experiences that allow people to encounter the brand, its values, and each other in a way that feels culturally relevant and genuinely worth showing up for.
Think dinners, pop-ups, community gatherings, cultural programming, partnerships, launches, and brand activations — designed not simply as events, but as extensions of the larger brand strategy.
Depending on the engagement, this can include:
Activation concept development
Community strategy
Cultural programming
Partnership + collaborator outreach
Costumer Journey Mapping
Experience design
Digital-to-IRL campaign strategy
Creative direction + strategic oversight
Best for: brands that want to build deeper relationships with the communities around them — not just larger audiences.
Selected Works
YUZU CO
Creative Strategy · Content Direction
Developed a strategic creative system designed to expand the brand beyond its culinary audience and identify new cultural entry points across wellness, fitness, beverage, and everyday life.
RITUAL DINNERS
Community · Experience Strategy
Created food-centered experiences designed to turn strangers into participants through story, ritual, music, hospitality, and the shared table.
YUZU CO
Creative Strategy · Content Direction
Developed a strategic creative system designed to expand the brand beyond its culinary audience and identify new cultural entry points across wellness, fitness, beverage, and everyday life.
CREATIVE STRATEGY SPRINT
What should we make next — and why?
A focused 2–4 week engagement that turns audience insight, creative performance, competitive research, and customer psychology into actionable creative concepts, paid ad strategy and content briefs your team can test.
Best starting point for new clients.
HOW WE CAN WORK TOGETHER
BRAND CAMPAIGN OR
COMMUNITY ACTIVATION
Have a launch, campaign, event, or BIG cultural moment coming up?
Bring me in to develop the strategic and creative concept behind it and bring your production to life— from the core consumer insight through the campaign idea, messaging, partnerships, and consumer experience.
Available as project-based engagements.
FRACTIONAL CREATIVE STRATEGY
Senior creative thinking, without another
full-time hire.
I embed with your team as an ongoing strategic partner — analyzing what's working, developing new creative opportunities, briefing execution teams, and helping your brand continually make stronger work.
Limited monthly partnerships available.
WHY ME?
STRATEGY WITH A PULSE.
I'm Imān Benét — a creative strategist, artist, and cultural storyteller working across food, beverage, and wellness industries.
My perspective has been shaped over the last 10 years by an unusual intersection of content media, paid ad strategy, storytelling, food, hospitality, community building, culture, and experiential design.
So I don't just think about how people behave as consumers.
I think about how people behave as people.
What catches our attention. What creates desire. What earns our trust. What makes us gather. What makes us tell someone else. And what turns a transaction into an actual relationship.
I translate those human behaviors into creative ideas people can see, feel, click, share, and participate in. Because to me - building a sustainable brand is less about building an “audience” and more about building a community.
DO YOU HAVE SOMETHING YOU WANT PEOPLE TO CARE ABOUT?
Let's figure out the most compelling way to bring it
into the world.
Currently accepting select creative strategy projects and ongoing partnerships for Fall 2026.