Synden is a creative director and strategist who helps brands turn messy briefs into clear creator-led campaigns.

He works with teams that know they need more social and creator content, but are struggling with the thinking behind it: too many messages, vague propositions, inconsistent creative direction, or briefs that leave creators guessing.

His role is to clarify the strategic idea, sharpen the brief, define the creative territory and build a content framework that gives creators enough direction to make stronger work without scripting the life out of it. He is most useful before production begins, when better decisions about the audience, proposition, formats and testing plan prevent expensive rounds of weak content later.

With more than a decade across branded content, digital strategy and creative leadership, he brings both strategic judgment and an understanding of how ideas actually survive production. Based in Montreal, he works in English and French with brands and agencies across Canada, the US and international markets.