Every brand wants orig­i­nal cre­ative. But how much orig­i­nal­i­ty can sur­vive a process designed to con­trol every detail?

In this episode of Col­lec­tive­ly Ver­i­fied, host Natal­ie Sil­ver­stein talks with Yosub Kim, Direc­tor of Brand Mar­ket­ing at Fig­ma, about the com­pa­ny’s approach to cre­ator part­ner­ships and the deci­sions behind its dis­tinc­tive and play­ful social presence.

Yosub shares how Fig­ma uses open briefs to give cre­ators room to exper­i­ment, includ­ing one unex­pect­ed use of Fig­Jam that his team nev­er would have thought to script. He also explains how he builds trust with­in his team and why he’s will­ing to defend cre­ative deci­sions when peo­ple can defend the think­ing behind them.

Natal­ie con­nects those exam­ples to a chal­lenge fac­ing cre­ator mar­keters: Brands invest in cre­ators for their per­spec­tives, then often lim­it how much those per­spec­tives can influ­ence the work. Their con­ver­sa­tion exam­ines what it takes to give cre­ators mean­ing­ful cre­ative free­dom while main­tain­ing a clear brand…