Tiara Valder has worked in Emotive’s freelance creative collective for six years, across clients such as Revlon, Berlei, Modibodi, Optus, and Unilever. She joins the agency now in a permanent position.

Passionate about creating work that celebrates authentic female representation, Tiara was instrumental in the agency’s Embodied: Postpartum unfiltered campaign for Modibodi, collaborating with female photographers worldwide to reclaim the word, postpartum, in a campaign that was recognised at D&AD, Clio and The One Show.

Valder brings her contemporary understanding of beauty and fashion, a background in television and film, a love of story and a wealth of production and post production experience to Emotive. In addition to her advertising experience, Tiara has a Master of Arts in Creative Writing and is a published author.

Valder commented,“Working with Emotive has evolved over many years and feels like a natural fit. Our kick-off was collaborating on the Berlei Serena Williams Do it for yourself campaign, and I was struck by the energy of the agency, the ‘up for anything’ attitude and the collaborative, generous way of working that Simon has established. I’m excited to join in a permanent capacity, with a long-range view to what we can accomplish together.”

Tiara’s appointment increases Emotive’s creative collective to fourteen creative directors, an approach that goes against the classic agency pyramid structure led by the ECD. It is a refreshingly top-heavy structure that is focused on greater diversity of thought and output.

Simon Joyce, chief executive officer and founder, Emotive, stated,“After what feels like the longest courtship in history, we’re thrilled to have Tiara permanently join as Creative Director. Key to our senior creative structure is building a team from different backgrounds rather than purely advertising ones. Tiara fits the bill perfectly. Not only is she an extraordinary CD with a wonderful track record of big ideas, but she also has an amazing background in music television and is a published author. Combine that with values that perfectly align with Emotive, and we couldn’t be more excited to have her permanently on board.”