A journalist's instincts with a marketer's toolkit.

Content and digital media strategist · Bangalore, India

Portrait of Adiba Muzaffar
The MOR10M+online visitors reached across 12 virtual events
TOOLBX16k+subscribers on a video podcast series I produced end to end
FullSpek15k+B2B leads reached from across 10+ customer segments via cold emails
YULU PR8client brands shaped across identity, landing pages, LinkedIn and content calendars

Trained in a newsroom

Journalism taught me to be suspicious of easy narratives.

The instinct to understand before simplifying has shaped everything I’ve done since. My work has stayed close to one intersection: non-fiction narrative, and the people building with technology. I have documented artists constructing entire worlds in VR at The MOR. I directed a video podcast that construction pros actually watched at TOOLBX. I shaped go-to-market narratives for early-stage founders at FullSpek. Different rooms, same instinct.

Whether I’m making films, developing campaigns, or working alongside founders, I’m driven by the same impulse: to ask better questions before arriving at better answers. For stories to matter, people need to trust them enough to carry them forward.

I’ve spent my career moving between journalism, documentary filmmaking and marketing because I’m interested in one thing above all else: understanding how ideas earn trust.

Marketer Skill Stack

Skills gained in phases, spanning a decade

01

2015 — 2016

Media & Production

  • Video Production
  • Virtual Events
  • Brand Identity
  • Content Design
02

2018 — 2022

Content Engine

  • Content Strategy
  • Editorial Calendars
  • SEO & Landing Pages
  • Case Studies
03

2022 — 2024

Growth Strategy

  • Market & Competitor Research
  • Brand Positioning
  • Persona & Segmentation
  • Lead Gen Strategy
04

2024 — now

Direction

  • Brand Narrative
  • Integrated Campaign Direction
  • Editorial Systems
  • Team & Client Leadership

Turning viewers into voices

Podcasts, virtual talks and interview-led research were built to travel beyond publication, extending Discord discussions, growing event guest lists and turning supporters into regulars.

In focus: The Museum of Other Realities

A Tilt Brush artwork staged inside The MOR's virtual gallery
The MORA video-first content strategy for a virtual reality art staging platform.

The MOR

Social Media & Events Lead

Museum of Other Realities, a media art staging platform and multiplayer social experience in VR.

10M+online visitors and 60k VR users across 12 virtual events documented during lockdown
13k+attendees at XR3, spanning Cannes XR, New Images and Tribeca

TOOLBX

Content Marketing Strategist

Series-B construction-tech startup building e-commerce for construction suppliers.

16k+subscribers on #HeardfromaPro, the video podcast I directed and produced
63%growth in monthly active accounts over 12 months

FullSpek

Digital Marketing Strategist

Fractional agency doing go-to-market strategy and remote video for Canadian B2B.

15k+leads surfaced across 10+ researched customer segments
43%lift in click-through from personalised sales sequences, at 11% conversion

Yulu Impact Communications

Creative Manager

Award-winning PR agency for impact-centred businesses across North America.

Ownedcreative direction across integrated PR and digital campaigns for global brands and nonprofits
Ledmultiple client projects end to end with cross-functional teams

The feed

Published Video Content

Short-form videos and posts, scripted, shot, cut and published in house.

MThe MORArtist SpotlightVimeo Sol Rogers on Home: A VR Spacewalk, produced for The MOR Sol Rogers on Home: A VR Spacewalk, from the artist spotlight series I filmed and produced for The MOR. MThe MORTilt BrushInstagram A Tilt Brush forest artwork presented inside The MOR A look inside a Tilt Brush artwork and the process of realizing its creative vision in VR. TTOOLBXBUILDEX 2021Vimeo TOOLBX at BUILDEX 2021 A TOOLBX video from BUILDEX 2021, produced for the construction industry. MThe MORCannes XR VirtualInstagram The VeeR July Showcase presented inside Cannes XR Virtual A tour through the VeeR July Showcase inside Cannes XR Virtual. MThe MORNotes on BlindnessInstagram Notes on Blindness presented in a virtual forest exhibition Notes on Blindness presented inside The MOR's virtual exhibition environment. CCatch NewsWas Your Roza a 100%?Vimeo Still from the Catch News report Was Your Roza a 100%? A reported explainer from Nizamuddin, Old Delhi, on what makes a Ramadan fast complete and which beliefs are myth. CCatch NewsMeet Your MeatVimeo Still from the Catch News report Bakr-Eid Mubarak: Meet Your Meat A street report from Old Delhi's goat market on the names, stories and prices attached to Bakr-Eid livestock. CCatch NewsOn Postpartum DepressionVimeo Still from the Catch News video On Postpartum Depression A Catch News short on postpartum depression, published as part of #thesebluesarereal.

The Written Record

Writing at the intersection of art and technology

Conversations and observations from inside a social VR museum.

The MOR was determined to realize a multiplayer social VR showcase. So when it came to acoustic matters, we borrowed insights from real-world comforts. Like for the use case that a group of visitors is moving together in the museum, we ensure that the acoustic effect is life-like and helpful for keeping pace and locating others present in the museum. Over and above that, we also made it possible to find little isolated nooks when users seek a bit of privacy from the chatter.

To Build A Museum: Designing the MOR’s VR Architecture
The MOR Blog  ·  Read the full piece

01Durk van der Meer on Building Miniature Worlds and Relational Space in VRInterview 02Em Halberstadt on Designing Sound for VRInterview 03Andy Baker on Ascribing Personality to RandomnessInterview 04A Deep Dive Into Cannes XR VirtualReview

References

What colleagues say

Adiba is a unique lateral thinker. I hired Adiba as a Content Marketing Strategist at TOOLBX after I saw the breadth of range she illustrated through her content work, from long-form exploratory articles to short, self-produced video shorts. She was always solution-driven and quick to think on her feet, with an undying passion for video as a medium.

Connor McCarraDirector of Marketing, TOOLBX

Extremely well written and communicative, Adiba gets the objective with little instruction. She can run with your inspiration and craft something tangible to delight our audience. I enjoyed my time working with Adiba and recommend her to anybody seeking a strategic, proactive and extremely talented video strategist.

Sam MeneghinVP People & Culture, TOOLBX

I had the pleasure of working with Adiba on a variety of initiatives during my time at the MOR. Instrumental in the success of our in-VR monthly talk series, she developed in-VR camera skills and was forever pitching new ways we could power up our content strategy. Her writing played a significant role in developing our brand voice and growing the MOR's community engagement.

Questions I return to

What makes someone worth listening to?

What makes ideas move through people?

How do communities create knowledge?

Resume

Open résumé (PDF)