From the Collective
Thoughts on culture, campaigns, and the creator economy — from the people behind the work.
February 10, 2026
When the Algorithm Doesn't See You
We ran an experiment. Two creators, same niche, same content quality, similar posting schedule. One white, one Black. The reach difference after 30 days was staggering. Here's what we found and why it matters for every brand relying on 'organic discovery.'
January 12, 2026
What We Learned Shooting Street Food Across Four Cities
Jollof rice at a pop-up in Brixton at 6am. A dosa stand in Mumbai that nearly didn't let us film. Jerk chicken in Notting Hill that genuinely changed my life. Here's what actually happened behind a campaign that looked effortless on Instagram but absolutely wasn't.
December 1, 2025
Stop Calling It 'Ethnic Fashion' — It's Just Fashion
Every time I see a major retailer create an 'ethnic wear' category I lose a small piece of my soul. A lehenga is fashion. An agbada is fashion. A cheongsam is fashion. The qualifier isn't just unnecessary — it's actively othering.
November 8, 2025
Inclusive Beauty Isn't a Marketing Angle (But It Can Be Good Marketing)
There's a difference between a beauty brand that builds for diverse skin tones from the ground up and one that adds three darker shades to an existing range and calls it inclusive. We worked with one of the former recently, and the results spoke for themselves.
September 30, 2025
How We Brief Creators (And Why Most Brands Get It Wrong)
The average creator brief I see from brands is four pages of restrictions and half a paragraph of creative freedom. That ratio is exactly backwards. Here's how we write ours and why it produces better work every single time.
August 20, 2025
The Creator Economy Doesn't Work for Everyone (Yet)
I coordinate dozens of creator campaigns a year and I'll be honest — the pay gap between creators from underrepresented communities and their white counterparts is still real. It's getting better, but let me tell you why "better" isn't good enough.
July 3, 2025
I Stopped Doing Diversity Panels (Here's Why)
I've done about twenty diversity panels in the last two years. Same questions every time. 'How do we reach diverse audiences?' 'What does authentic representation look like?' I'm done answering. Here's what I'd rather be doing instead.
June 10, 2025
What Hong Kong Taught Us About Cross-Cultural Campaigns
Setting up Mosaic in Hong Kong wasn't a random choice. It was strategic. But operating from Asia while running campaigns across Asia, the Caribbean, and Europe taught us things about cross-cultural work that we couldn't have learned any other way.
March 12, 2024
Why We Started Mosaic (And What We Got Wrong at First)
People always ask about the origin story and expect something polished. The truth is messier. We started Mosaic because we were tired of being the "diverse option" on someone else's roster. But our first six months were full of mistakes we don't usually talk about.