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 identity.