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Creative Strategy

Storytelling

Direction
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For rebellious brands that care about what they’re saying.

I’m a creative strategist and writer working across brand storytelling, creative direction, and narrative-led work.

My work blends creative strategy, storytelling, and copywriting to help brands communicate clearly.

If you’re looking for surface-level ideas, quick wins, or trend-chasing, I’m probably not the right fit.

If you want strategy, depth, and creative direction that holds up long-term, keep reading.

Get In Touch

Demi Aspey

I’m a Creative Strategist, Storyteller, and Director.

I work at the intersection of strategy and craft. That means I don’t just come up with ideas, I help shape the thinking underneath them and translate that into work that actually lands.

I’ve spent years working across brand, editorial, social, and narrative-led projects. I understand how ideas move from concept to execution, and where they tend to fall apart along the way.

I’m known for being clear, honest, and thoughtful. I ask better questions than most people. I don’t overcomplicate things, and I don’t do fluff.

strategy • direction • storytelling •
Work Together

Featured Collaborations

My experience includes:

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Creative Strategist & Writer at Meta

Leading creative strategy, editorial, and storytelling across Instagram for Business, Threads, WhatsApp Business, Ray-Ban Meta, Meta Ray-Ban Display, and global-scale launches.

Working closely with product, marketing, and creative teams to shape narrative-led content for global audiences.

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Campaign & Creative Direction

Developing creative direction and storytelling frameworks for launches, brand campaigns, and long-term platforms.

Translating strategy into work that’s clear, human, and culturally relevant.

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Brand & Narrative Strategy for Founders

Supporting founders and creative leaders with positioning, messaging, and long-term narrative direction.

Helping turn complex thinking into language that actually lands.

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Editorial, Copywriting & Script Work

Writing across long-form editorial, campaign copy, social-first storytelling, and scripted content.

Focused on clarity, voice, and work that holds up beyond the moment.

Most notably, writing copy for Mark Zuckerberg and for many of Meta’s global product launches, such as Meta Ray-Ban Display, Threads, and Meta AI.

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Creative Community & Education

Creative Writing PhD, Former Creative Writing Lecturer, Founder of Studio Sonder and The Year of the Novel, supporting writers and storytellers through long-term creative work.

Designing structures that help people finish meaningful projects without burnout.

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Binge-worthy storytelling only.

Creativity should never be delivered on a conveyor belt.

It requires heart, human experience, and honest storytelling.

I bring strategic thinking, creative direction, and craft together.

That’s the through-line in everything I do.

Work With Me

  • "Demi has been an incredible force behind the success of @raybanmeta's social channels, consistently delivering creative, engaging content that resonates with our community across 5+ platforms. Her leadership and vision during Connect 2025 set a new standard for collaboration and innovation, driving impactful results and elevating our brand presence and new launches. Demi’s dedication, strategic thinking and passion for excellence make her an invaluable member of any team."

    —Bianca, Social Lead @ RayBan Meta

  • "I managed Demi for two years, and she is an exceptional Creative Director specialising in social media. "She works at incredible speed, has a deep understanding of platforms and creative trends, and consistently delivers work that is both on-brand and culturally relevant. As Lead Creative on @ instagramforbusiness, she helped grow the channel to 21M+ followers and independently launched and scaled the Threads accounts to nearly 5M followers. Demi is exactly the kind of innovative, scrappy, creative leader every social-first brand needs on their team."

    —Thomas F, Head of Creative, Content Studio @ Meta

  • "Demi is a star: an explosive mix of creativity, energy, and positive vibes Our partnership started with blog copywriting, expanded into content strategy ideation, and we are now working together on a complete content marketing strategy across both SEO and social media. You rarely work with someone so talented and full of creativity, energy, and optimism. Her style is captivating, fresh, and original."

    —Valeri G, Founder & CEO @ Deepwrk

  • "If you want to work with someone who brings fresh ideas to the table and helps cultivate a fun, collaborative atmosphere for creative social media projects, look no further than Demi. I've had the pleasure of working with Demi on numerous projects during my time at Meta. She is someone you want on your team for any creative endeavour because she not only delivers results, but you end up enjoying working on the projects with her along the way. Some of my favourite projects we worked on involved highlighting small business owners, social media educational tips and launching @instagramforbusiness's threads account, which continues to grow 100,000 followers monthly. Whatever the project, she takes the opportunity to run with it and always makes the deadline."

    —Kaitlin P, Growth Marketer & Strategist @ Meta

  • "Where do I begin...?! Demi is quite simply: freakin' awesome. Firstly, she's undoubtedly the most talented writer I've ever worked with - she makes it look easy (even when it isn't). Aside from her copywriting nous, Demi is exceptionally creative in every sense of the word. She's a free-thinking ideas machine, always one step ahead with new concepts and creative direction. When you work with Demi, you get the perfect mix of strategy and creative know-how. And on top of all this, she's a total JOY to work with! If you're looking for show-stopping Brand Direction, Brand Strategy and All Things Creative - Demi is your gal."

    — Hannah B, Marketing & Communications Lead @ Gaddum

  • "I strongly recommend Demi, as she is an amazingly talented wordsmith, a creative wizard, and a great imaginer. I am at the beginning of my entrepreneurial journey, and I am very grateful to have met Demi at the start. When we had our first consultation, my mind was full of ideas all tangled up, and I didn't know where to start. Within an hour, Demi skillfully untangled the ideas and began shaping my brand, identifying my uniqueness, and bringing my story alive. I launched Emerald Resilience at the Raffles Hotel, Doha, in December 2023, and leading up to that day, I relied on Demi to create my brand script and a "kick-ass" presentation and script. Having Demi at the launch and meeting her in person was fantastic. Over the past year, working with Demi, she has proved to be a great communicator; she has a unique way of getting to the heart of a problem, engaging, and consistently delivering a high-quality product on time."

    — Sheena M, CEO @ Emerald Resillience Management

  • "Demi has a unique skillset to take the ideas of an individual, team or business and translate them into words that mean something and that an audience understands and craves more of! Demi has helped me with several creative challenges during the time I have known her across a full spectrum of tasks. On each occasion, Demi has managed to exceed my expectations -so much so that I have been able to recommend her to both clients of my own and even to other entrepreneurs in my own family! It is a rare thing for me to feel comfortable enough to trust a professional with my network, but I know with certainty that when Demi interacts with them that their own professional journey will go from strength to strength because of her input! If you need some creative support or someone to help you unblock a creative process that involves words - book a call with Demi. You won't regret it."

    — Richard E, Leadership & Career Strategy Advisor @ Careerships

  • "I worked with Demi on multiple projects at Meta. Firstly, Demi was instrumental in creative ideation for Meta Connect 2023. Demi worked with producers and creative directors to develop breakthrough storytelling for a variety of products, including Ray-Ban Meta and Meta AI. I also had the pleasure of working even more closely with Demi, creating content for Instagram for Business and Meta For Business social channels. It was so easy to work with Demi because she was always on top of her work and was always thinking about expanding and pitching new ideas to keep the content flowing. As I would always tell her: she is an IDEAS MACHINE! Anyone who has a chance to work with Demi can attest to her work ethic and the high quality of her work. I cannot recommend Demi enough if you need a creative writer full of incredible ideas who can wear multiple hats within a strategic creative team."

    — Julia V, Producer and Strategist @ Meta

  • "Demi lit a spark inside me—one I truly thought would never be reignited. Her passion, energy, and inspirational words LITERALLY pull me out of a funk in seconds, and I honestly don’t know what I’d do without her. I’ve had the pleasure of reviewing her writing and being in the position of having her review mine, and every time, she makes me better. She’s nothing short of an incredible writer, and her CreativeFuel genuinely keeps me chugging along. If she told me to jump off a bridge, I absolutely would—because I’d trust her to have the cosiest, cloud-soft landing pad waiting at the bottom, complete with a cup of tea, a pep talk and Joel the cat. If you don’t know her, get to know her. And if you’re not part of Studio Sonder, what the eff are you doing?!"

    — Anna W, Freelance Copywriter & Email Marketer

Core Creative Services

I offer a small number of focused services. I don’t do everything. I do these well.

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Creative Strategy & Direction

For founders, creatives, or teams who need an experienced outside perspective. This is for:

🎬 untangling messy ideas

🎬 pressure-testing direction

🎬 sense-checking strategy

🎬 thinking through next steps

Consulting sessions are practical, focused, and honest. You’ll leave clearer than you arrived.

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Copywriting, Script Writing & Storytelling

For projects where the words actually matter. This includes:

✒️ brand storytelling

✒️ long-form editorial

✒️ campaign copy

✒️ scripted content

✒️ narrative-led social and video

I write with structure, intent, and voice. The goal is always clarity and resonance, not cleverness for its own sake.

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Creative Consulting

For founders, creatives, or teams who need an experienced outside perspective. This is for:

🪩 untangling messy ideas

🪩 pressure-testing direction

🪩 sense-checking strategy

🪩 thinking through next steps

Consulting sessions are practical, focused, and honest. You’ll leave clearer than you arrived.

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How I work:

I work best with people who:

☑️ value craft and thinking time

☑️ want collaboration, not hand-holding

☑️ are open to challenge and clarity

☑️ care about the long game

I don’t take on high volumes of client work.
I don’t rush good thinking.
And I’m selective about what I say yes to.

That’s intentional.

Work With Me

I only take on a limited number of creative projects at a time.

If you’re interested in working together, send an enquiry with:

📎 a brief outline of what you’re working on

📎 what kind of support you’re looking for

📎 timelines and context

If it feels aligned, I’ll be in touch.

strategy • direction • storytelling •
Enquire now