When your life becomes disgustingly attractive to the masses, the brands start fighting to be a part of it.

When your life becomes disgustingly attractive to the masses, the brands start fighting to be a part of it. Welcome to Behind the Brief, a series on the strategy that makes creators undeniable. Today we're looking at David Zakwan, one of my favourite creators right now. David's worked with the likes of Weekday, Shore, Tesco, and what makes him impossible to ignore is his versatility and creative direction. He's quite literally the definition of an everything creator. His content ranges from running to London lifestyle and travel. So when it comes to slotting branded content in, it's seamless because the brands already belong in his content. But what are the brands actually getting out of it? Well, let's look at his Jet2 deal. Jet2 isn't the typical brand you'd expect David to partner with, but like I said, he covers travel and running. And this collab was to showcase Jet2's presence at the Manchester Marathon. The aim of this deal would have been brand exposure, and not because people don't know who Jet2 are, but because summer's just around the corner. They wanted to make sure they're in the front of everyone's mind going into that race. And who's most likely to want to jet off and show their summer body? The elites that have it in them to run a marathon. So this was one of those deals that made sense from every angle. David's audience got the content they would anticipate from him, and Jet2 gained exposure to their target audience. And that's what makes David so undeniable.