Khrystyna Komarovska: 'Attention is the new currency, and it must be managed'

"Digital has never been just marketing for me. It is a tool that connects creativity and influence. I always say: attention is the new currency. It all started with short videos and bold ideas that unexpectedly went viral. This gave me the confidence that I can use the language of cinema and storytelling on social media to create projects that change the perception of brands."

"Strategy is the ability to engage in dialogue with the audience. The classic principle of 'seven touchpoints' works, but today it's not enough: the first seconds must grab attention. I use unexpected visual and textual hooks that make a person pause. A strong strategy is built on a combination of structure and an element of surprise - this is what holds attention in an era when it is more dispersed than ever."

Khrystyna Komarovska leverages digital as a tool that connects creativity and influence. She prioritizes attention as the new currency and uses the language of cinema and storytelling on social media. Short videos and bold ideas that went viral provided confidence to reshape brand perception. Strategy functions as dialogue with the audience and requires immediate hooks in the first seconds. The classic 'seven touchpoints' remains relevant but must be amplified with unexpected visual and textual hooks. A strong strategy combines structure with surprise to hold attention, enabling premium brands to engage audiences without sacrificing creativity.

Read at OK Magazine