Hi! I'm Samya. I head up the in-house Creative Studio for the largest content platform in the world. No pressure. Our multidisciplinary team at YouTube makes work that goes beyond advertising. Instead, we use trends, data, tensions and topicality to create ideas that feel human and connected. Previously, I spent almost six years as Regional Creative Director at Airbnb. With each new brief, I set out to capture the zeitgeist. More than that though, I hope to shift behaviour. My experience in platform-native storytelling, cultural intuition and design craft brings a fresh perspective to brand and product communication. After all, authenticity and relatability are what the brands need, what audiences demand, and what I encourage my team to do.