Pinterest's Art Month
The challenge
The challenge wasn't simply finding the right talent. It was building structured programmes that could onboard creators at scale, brief them effectively and produce content that felt native to Pinterest while driving meaningful engagement.
With programmes running across the UK and Canada, creative quality and strategic direction needed to remain consistent across markets without compromising creators' individual voices.
The Process
Led the development and day-to-day running of creator content programmes, identifying culturally relevant talent and developing creative frameworks that balanced brand direction with authentic creator expression.
Art Month: Onboarded illustrators and artistic creators across the UK, leading art direction and creative briefs that shaped campaign content.
Rising Stars: Supported the identification and development of emerging beauty creators, building a structured programme that was subsequently scaled internationally.
Back to School: Developed creator-led content around Freshers' Week, connecting seasonal behaviours with platform-native creative opportunities.
Owned creative briefs, feedback loops and final content quality across programmes.
Outcome
Art Month became Pinterest UK's highest-performing campaign moment of the year. Rising Stars successfully expanded beyond the UK, establishing a repeatable programme model for international markets. Across the programmes, creator-led content consistently outperformed brand-produced assets on engagement.
Image credits: Illustrations by Chelsea Waites and Sue Doeksen.