Tyla Grant
Senior Creative Strategist

Helping global brands earn their place in Gen Z's world through culture led  strategies.

[Clients]
Google Pixel, Ecco, Nike, Coca-Cola, YSL Beauty, Dr Martens, Calvin Klein, Snap, Pharrell Williams, Pringles, McCain’s, Kellogg's, Sainsbury's and TK Maxx [and more]


[Prev. Agencies]
MØRNING
We Are Social [London]
Wieden + Kennedy [London]


[Selected Projects]
Campaign Platform        [Google Pixel]
Social Playbook                  [Nike Well Collective]
Futures Report                        [YSL Beauty]
Social Reset & Retainer             [ECCO]

[Side Quest]

Exploring how divergent thinking can become a competitive advantage for teams and brands [Research + Trend Report]

Hello@tylagrant.com

Google Pixel

7Billion Emojis are shared each day but Google Pixel's were killing the chat and costing them converts.

As lead strategist, I developed the cultural platform and campaign deck for Pixel's global emoji refresh, finding the insight that turned a long-standing liability into a confident brand moment. The platform gave Pixel the confidence to own the problem, acknowledge their audience and announce the fix. Think brutalist with a self-aware wink. We translated the platform into a global OOH and social campaign, sold in to the global team and currently awaiting production.

Campaign Platform
Cultural Research
OOH
Social Campaign Ideation

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Nike Well Collective

For the athlete* who'd written Nike off, we built a wellness world worth reconsidering.

Leading the research and development of the playbook, I uncovered what wellness actually looks like in this audience's daily lives: not perfect, not linear, but joyful and messy in equal measure. That truth became a creative platform that bridged Nike Well Collective's vision with the real lives of the people they were trying to reach. Working upstream with Nike's global team, the insight became a full Instagram playbook that would position NWC as the source of trusted information and guidance.

Social Playbook
Creative Strategy
Art Direction
Social Content Concepts
Casting 
Content capture guide

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YSL Beauty

YSL Beauty had a youth problem. But the answer wasn't to chase them.

As deck lead, I directed a month of cultural research into the future of youth and femininity, uncovering a generation redefining self expression on their own terms and looking for brands with the power and conviction to keep up. The insight was clear: YSL didn't need to change, it needed to unleash what it already was. That thinking became a brand platform that held their chic and elevated heritage against a daring, boundary-breaking future. Shared at L’Oreal CEO level, the research shaped the brand's 2025 positioning and opened the door to an ongoing agency relationship.

Futures Report
Cultural Research
Brand Platform Development

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ECCO

A hard pivot towards Gen Z had left ECCOs core audience behind so they tasked us to win them back, with walking.

Supporting the strategic reset, I brought the data that married the audience and cultural insights with social behaviours, evidencing that ECCO's older millennial audience was using social with a new kind of intentionality, seeking inspiration and escape rather than entertainment. That became the foundation of a brand platform reconnecting ECCO with everyday movement as something meaningful, not just functional. While leading the retainer that followed, I brought this to life through monthly social concept ideation, as well as developing an hero social content series that is currently in production with MØRNING’s  sister agency.

Social Reset & Retainer
Cultural Data Analysis
Brand Platform
Content Ideation
Storyboarding
Content Guidelines
Hero Content Series Development

[Thought Leadership]

[Business of Fashion] Commercialising the
Zeitgeist: Crafting a Successful TikTok Strategy

[Drapers] What Could a US TikTok Ban Mean for Brands?

[Drapers] The New Ways to Sell in Cyberspace

[London Evening Standard] The viral success of the 'Who TF Did I Marry' TikTok saga

[Don’t be shy]
Hello@tylagrant.com